Tangerine Digital Launches User Generated Content Management Solution


Tangerine Digital Entertainment, the leading content creation & management solution provider, announced the launch of the advanced User Generated Content Management service that will facilitate in protecting and building brand identity across digital platforms and simultaneously provide insights to user engagement with the brand.

The company’s newly launched service ensures lesser turnaround time for customer response along with enhanced analytical abilities for advanced content management.

With the rise in social media adoption in India, brands are now aiming to engage and interact with customers online on various social platforms including Facebook, Twitter, YouTube and Pinterest. As per a recent study by E&Y on the recent online trends, 95.7% of the surveyed social media-savvy organizations in India use the medium to build communities and advocate usage while 76.1% use social media as a platform to highlight brand news.

In this context, managing user generate content is gaining prominence in India. Tangerine’s User Generated Content Management module will help brands monitor and sustain customer engagement on a minute-to-minute basis.

The offerings from Tangerine Digital deal with every socially active user on three sub-levels – Compliance, Response and Insight. The content generated by users requires correct comprehension, a quick and valid response as well as understanding content generated. The User Generated Content Management from Tangerine Digital provides assurance on all the three key elements of the structure to the brands. The company maintains a record of five minutes compliance time and a maximum of thirty minutes of response time for all its clients.

Tangerine uses proprietary technologies to aggregate user-generated content, which is then automatically parsed and categorized. This is supported by manual moderation for accurate comprehension and chart out the next course of action. The involvement of human touch becomes imperative while dealing with rich media (videos, images) as the content is subject to language, dialect and various cultural contexts. Tangerine uses a combination of technology that adds to efficiency as well as human touch to ensure accuracy.

Elated on this new launch Kesavan Kanchi Kandadai, CEO, Tangerine Digital shared,

Unlike automated content management software and systems, our team will evaluate every user response for brands working with us, arrive at a quick response to help users and finally analyze on customers’ perception on the brand.

The service will be a boon to gaming companies, e-commerce portals, ratings & review sites, mobile apps, image sharing sites or even a reality show like, Kids Indian idol as content needs to be moderated as per brand positioning. In all it will be an extension to brand management on digital platforms.

As the digital presence of brands is growing, the need for managing User Generated Content is becoming more imminent. Brands today are increasingly using Social Media platforms to reach out to existing and potential customers. While doing so, they also need appropriate monitoring to safeguard their brand’s image, respond and engage customers to address their needs, and gain invaluable insights on current products & offerings to better position themselves. A good example of using UGCM is gaining customer insights & response to our recently launched Spring Summer ’13 collection. That’s where we have awarded our UGCM duties to Tangerine Digital to monitor and manage customer response and reviews which seed insights for future product development,

stated Anurag Rajpal, CEO, American Swan.

Today, strong brands need to engage with their customers at every step, recognize their needs and then alter their products and services to suit their customers. To help them do this effectively, we will manage the user content across all digital platforms on all social networks and platforms on the internet,

added Kesavan.