StarHub has launched a Social Hub facility to monitor social media for comments about its service.

Ten staff at its Tai Seng call centre will track posts and conversations about the telco on sites such as Facebook and Twitter, categorising them as negative or positive.

Customer care personnel will be be able to respond to complaints or problems while positive feedback can be used for marketing purposes.

Social Hub, which launched on Monday, has installed social media monitoring technology from UK-based Vocanic.

As some posts have location tags of the mobile phone user, StarHub will be able to track where in Singapore mobile, pay-TV and broadband connections are affected.

"Having the ability to track results on our social media efforts allows us to better address all concerns more effectively and resolve issues for customers more efficiently," said Mr Darren Choo, StarHub's assistant vice president of social customer relationship management.

The telco declined to disclose its investment in the facility, which is part of its push into analytics to track the behaviour of its TV, mobile and broadband customers.

The move into analytics will in turn help StarHub push the envelope in its traditional telecommunication and media business.

For instance, Social Hub will channel viewer feedback from social media into live TV production. A football commentator will be able to pick up on social media chats and work them into his live commentary.