scoutlabsSentiment analysis sounds like another bogus term being thrown around by social media consultants. But Scout Labs’ dashboard, which shows brand managers how everyone on the Internet is feeling about their product or service at the moment, has convinced venture capitalists that there’s a market for social media analysis tools that really work. Scout Labs has announced a $4M round of funding. The round was announced a few weeks ago, but only now has the amount come out.

The new round comes from new investors El Dorado Ventures and Javelin Venture Partners, plus existing investor Minor Ventures — former CNet CEO Halsey Minor’s firm.

screenshot_tour_workspacehomepage2Scout Labs says its tools can be used by anyone. “This is not a wonky research tool used by a few sole practitioners,” Scout Labs CEO Jennifer Zeszut said in an email. “You choose Scout Labs if you want the entire organization to tune into the voice of the customer — the mind of the market — and if you want to build better products and stronger customer relationships every day.”

Easy for a Valley CEO to say, but Zeszut lists Coke, Netflix, McDonald’s, HP, Microsoft, and Disney as customers.

Pricing starts at a hefty $99 per month, but that price includes up to 5 simultaneous connections to Scout Labs’ servers. Bigger enterprises can buy as many connections as they’re willing to pay for. All pricing levels get the same features, listed here by Scout:

  • “Persistent searches: Refine them & change them as often as you like without fees or other charges
  • Wide coverage of CGM: Blogs (English-only), open social networks, photo and video sharing sites and Twitter (all languages)
  • Real time content delivery
  • Buzz tracking: event detection, volume and share of voice
  • Collaborative web-based dashboard
  • Email alerts
  • Importance ranking based on source- and post-level link information
  • Conversation digest: Detection of new/hot conversations
  • Kill posts: Remove items you do not want to see
  • Add Sources: Add blogs or other English content sources to our crawl
  • Automated sentiment (no user training needed)
  • Collaboration features: bookmarks, discussions, comments, tags
  • Email content from the application
  • Create and download graphs”

Why are investors willing to pour more into Scout? For starters, because its price isn’t $0.00. If the product takes off, there’ll be real revenue on the books.

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