Spiral16 LLC’s social media monitoring software, Spark, will be used as part of The World Company’s social media monitoring and analytics packages.

The World Company, Lawrence, provides news and advertising services in print, on television and online.

The company also offers local and regional businesses social media services and resources through a dedicated social media department, including strategy, monitoring, analytics, development, training and account management.

“The World Company has a strong tradition of innovation in information gathering, and a partnership with Spiral16 continues our commitment to bringing our community and clients information using the best technology available,” said Ben Smith, social media manager for The World Company.

With Spark, users can analyze data on any given topic in near-real time, including automated sentiment and semantic analysis.

Spiral16 is based in Leawood.