We announced today that the four-year-old social media analysis firm, Exvisu, is joining the Environics family to become Nexalogy Environics Inc. The partners, Claude, Michael and Eric, will all be staying and we welcome them as our new colleagues.

Nexalogy Environics offers a diverse range of intelligence services based on data taken from various social media platforms, most importantly weblogs and Twitter. Services range from a simple overview of social media conversations to advanced multi-variable, multi-year analyses of complex issues and interactions. All of the work is done by a combination of software to capture the discussions followed, importantly, by human analysis.

We believe social media tracking and analysis are here to stay. We also believe the marketing world needs to accelerate the use of measuring tools so that campaigns can be grounded in fact and not hype or assumptions.

There are many ways for marketers to waste money in social media efforts today. The pioneering campaigns are to be admired, for sure, but they are not the way of the future. At Environics, we believe social media analysis should take its rightful place alongside –but not instead of – the traditional tools such as public opinion research, media monitoring and stakeholder analysis.

We aim to give marketers the 360° perspective, and they deserve no less.