Like its namesake, Sonar is about finding information around you that isn't necessarily visible at first glance. But what sets Sonar apart is its emphasis on utility. Even if you're the only Sonar user in the area, you can still get a lot of value out of the app because it draws on publicly available data published on other social networks. Sonar then sorts that information, prioritizing the available connections based on what it learns from interfacing with the social networking platforms many of us already use.
Right now, Sonar lives on top of some of the larger platforms like Facebook, Twitter, and LinkedIn. But as it continues to grow, it could become a valuable overlay for any social network. And that's probably where Sonar will likely have the greatest value for marketers. The app isn't so much a utility for connections and messaging as it is a treasure trove of analytics. Brands that can pair Sonar's powerful search functionality with the right social network will be rewarded with deep insights about their fans and customers.
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1 Marketing jargon translated for normal people
2 The most meaningless (and hilarious) job titles on LinkedIn
3 6 top social media management tools
4 6 steps for getting your brand into their heads
5 The best social media campaigns of 2013