Infrastructure software giant Autonomy launched a new web content management tool under its Interwoven brand, designed to monitor social media content and allow businesses to act on the insights gleaned.

The Autonomy Interwoven Social Media Analysis solution is a combination of the Autonomy Interwoven web content management system and Autonomy IDOL (Intelligent Data Operating Layer). It is designed to provide organizations with the ability to understand and leverage the conversations happening in social networks to make some money.

The technology uses clustering, pattern matching techniques and probabilistic modeling to understand sentiment, and can present marketers with a richer and more contextual set of data than traditional keyword spotting tools may be able to, according to Autonomy.

Anthony Bettencourt, chief executive at Autonomy Interwoven, argued that marketers have not been able to keep pace with the rapid changes taking place in consumer behavior.

“Social networks, which are by nature dynamic and unstructured forms of information, do not fit neatly into traditional, database-driven analytics systems,” he said.

“Interwoven’s meaning-based marketing approach, which can derive meaning from human-friendly information, and empowers marketers to automatically act on those insights, will transform how organizations engage with customers in the years to come.”

Once marketers have determined the trends on which they can act, they can use Interwoven’s TeamSite and LiveSite web content management products to deliver dynamic, targeted and optimized content to cash in on these trends, the firm said.

The company’s Optimost tool can then be used to run multi-variable testing on any changes to the site, according to Autonomy.

My name is Freddie. I’m a recovering blog-a-holic. I’m happy to admit that I’m back on the sauce and blogging again.

If you hadn’t heard: I lost my laptop and even more tragically my flight log book (seen here) in the back of a London cab about two weeks ago. I’ve only now caught up with the back log and started to re-assemble my life and you will start hearing from me again on a weekly basis.

I stumbled across a couple of brilliant interactive art pieces over the last couple of weeks (via some smart friends of mine – Damion Parsons and Colleen DeCourcy). The first one is not very digital at all – it’s the ultimate “Human Interface” titled Hi. Effectively it’s a guy in a box that looks like a Microsoft surface performing all the computer functions himself. Entertaining and awesome – it’s a must watch and share video.

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Twitter Search is going to get a lot more interesting soon, said Twitter’s new vice president of operations, Santosh Jayaram, who until recently was VP of Search Quality for Google. Jayaram confirmed that Twitter Search, which currently searches only the text of Twitter posts, will soon begin to crawl the links included in tweets and begin to index the content of those pages.

This will make Twitter Search a much more complete index of what’s happening in real time on the Web and make it an even more credible competitor to Google Search for people looking for very timely content.

Twitter Search will also get a “reputation” ranking system soon, Jayaram told me. When you do a search on a “trending” topic–a topic that is so big it gets its own link in the Twitter.com sidebar–Twitter will take into account the reputation of the person who wrote each tweet and rank the search results in part based on that.

Jayaram did not say precisely how reputation would be calculated; he indicated that engineers are still figuring that out. But this, again, will make Twitter Search more valuable.