InRev System’s Buzzom entered Brand Management segment recently and looking at their track record and features list for Brand Management, I sense that Radian6 will have a fierce competitor to deal with in near future. Buzzom has covered lot of ground in very short time.

Brand Buzzom wasn’t in the scene two years ago when InRev Systems came up with unique concept of getting popular on twitter. Then the product name was TwitIn. Product was instant hit. It allowed users of twitter to have thousands of followers within short time. There onwards InRev Systems further developed the concept with new exciting features and analytics services. This time they renamed the brand as Buzzom. One of the exciting feature of Buzzom is scheduling of tweets on Twitter, Facebook, Myspace, LinkedIN which was taken by storm. Concept of being able to update status message even when you are away from your system was new at that time. Buzzom was in simple words “Category Killer” for the segment. No other brand could match Buzzom’s features and pricing and consequently popularity.

After that Buzzom came up with one more unique offering. This time they offered Facebook like interface for twitter. This was when industry had belief that interface given by Tweetdeck and Hootsuite is best possible interface for Twitter. But simple math can tell you that 400 million happy and satisafied users of Facebook are lot more in number than maximum of 55 million combined users of Tweetdeck and Hootsuite. May be its InRev’s ability to think out of the box, or simple math that we just did, but they did came up with Facebook like interface for twitter for first time, making life hell lot of easier for Twitter users. Now they again have chance to become “Category Killer” for this segment of Twitter Client. Odds are overwhelmingly in favour of Buzzom unless Tweetdeck or Hootsuite come up with something more brilliant.

Now within 3 months after the launch of Facebook like interface for Twitter. They have come up with “Brand Management ” service. And this time they are competing with bigwigs like Radian6. It seems like they are well-prepared for the competition and are maintaining their legacy of offering something out of the box. Brand mentions, Sentiment Analysis, Influencer’s list…. you name it, they have it. But apart from that they are bringing this never-heard concept of “Secondary Search” and couple of unique features for Twitter CRM. In this brand management you can not only track mentions of brand but also trends on further details of the brand. Like for example you can track “Jetblue” as a brand but you can also track trends and sentiments about “Jetblue crew”. Everything is dynamic, you don’t have to tell the system at beginning that you would like to track “crew”. You can track any brand related term, anytime you want. As usual for all these functions their pricing is minimal compared to competitors.

Now you must have realized why I called Buzzom threat to Radian6. InRev can be thought of as ‘Apple’ of social media tools industry and Buzzom can be InRev’s ‘i’-series. InRev is getting into habit of becoming Category Killer in every segment they operate and I really like this attitude. Social Media users will hope that InRev continues to employ quality, innovative products and aggressive pricing strategies.