The Digital Marketing Show, taking place at London’s ExCeL on 18-19 November, will be the national launch pad for Sociomole, a new social media platform that can assess the ‘mood’ of social media users and respond automatically in the most human-like way possible 24/7, 365 days a year.

The launch is the culmination of 18 months development work and a six-figure investment by North West-based parent company Sociosciences, which is backed by leading technology entrepreneur and non-exec Chairman Professor Paul Morrissey.

Professor Morrssey said: “This software has the potential to revolutionise the way businesses and professionals respond to conversation on social media. There’s nothing else on the market to my knowledge currently that provides this level of sophistication and automation for social media marketeers.”

Launching to 15 millon Twitter users, but with other platforms to come, Sociomole matches Twitter postings for pre-determined key phrases in conversations or mentions relevant to the user’s business.

It then analyses tweets to identify one of eight emotional states; sadness, trust, anger, joy, surprise, disgust, fear and anticipation, and replies having chosen the most appropriate message to match the ‘mood’ of the Twitter user.

Social media commentator Tom Cheesewright from Book of the Future said the software had multiple applications.

Mr Cheesewright said: “For consumer-facing businesses like banks for example Sociomole could be set up to deliver immediate ‘we are on it’ type messages to multiple angry tweeters in the middle of a crisis. Leaving real people time then to engage further down the line.”

Although Sociomole performs its multiple tasks in a fraction of a second, the simple-to-use software can be told to pause before sending a mood matched message and/or allow for human intervention, mimicking the natural pause in a Twitter conversation.

Stuart Burn, managing director of Sociomole developer Sociosciences, said: “Developers have been trying to make automated response more human for years, but Sociomole pushes the boundaries of this technology.

“During our testing we have seen people have a conversation with Sociomole without realising it’s a conversation with a computer, it’s that life-like.

“Sociomole is a powerful tool in the marketing armoury of any business. It never sleeps, and mines social media 24/7, 365 days a year, for whatever you want. That could be unearthing new business leads, protecting brands, looking for new recruits, launching and promoting new products or events.”

You can find more information on the Digital Marketing Show here.