Radian6 and Social Web Monitoring
As I speak on and discuss the concept of the social web with agent and carrier clients, questions of how to monitor and measure online activity invariably come up.
Unlike traditional media social media isn’t linear. The fast and real-time nature of the web means that conversations about your company or agency can get fractured and splintered across many channels That is, a discussion may start one place but then travel at lightning speed throughout the social networking landscape including places like blogs, comments, Facebook wall posts, Linkedin discussions and tweets on Twitter.
Your organization’s brand is no longer simply viewed through a single, corporate lens, but through the eyes of thousands of people online. That groundswell is changing how customers want to be communicated with. Clearly, tracking that activity is important in your effort of listening and responding to those on the Web who are talking about you. For example, you might want to know who spread the news about yesterday’s press release or be able to shape marketing strategies or campaigns based on online customer research. There is a big opportunity here – by learning who the influencers are you are able to create more effective and efficient outreach. This is where Radian6 comes in.
First, I must digress… How I happened upon Radian6 is in itself a testament to the power of social media. Last fall, when I first started “playing around with Twitter, one of the first people I started following was Amber Naslund @ambercadabra and her Altitude Branding Blog. I found her to be creative, honest, engaging, and informative. A few months after I began following her she announced on Twitter that she had been hired by Radian6 as Director of Community. I had never heard or Radian6 and actually, at the time, didn’t give it much thought. As I continued to follow Amber on Twitter and read her blog, I became more aware of what Radian6 did. Then as my followers began asking about tools specifically for monitoring and managing their online presence, I asked Amber if she could arrange an online demo of Radian6 for me. A couple of days later, Barry Pope @barrypope , an Account manager at Radian6, called and walked me through the demo. Really, isn’t this what ‘inbound” marketing is all about? Anyway, back to Radian6….
Radian6′s social media monitoring platform gathers real-time-as-discovered information from across the social web. I was impressed by the way the Radian6 dashboard presented the information in a clear and easy to follow manner. The filtering tools are also impressive and easy to use.
Radian6 understands that tracking strategy is more then just monitoring “mentions”. It is also understanding what to do with that intelligence once you have it. For example, you might uncover sales opportunities (someone looking to purchases insurance for their new business) or service issues (someone having a problem with a claim settlement). Radian6 gives you a complete platform to listen, share, learn, and engage – both inside your company, and with your customers across the entire social web.
What I found very compelling was the fact that, with the powerful tracking capabilities of Radian6, you can do more that just track your brand – you can also track industry trends or even competitors. Such feedback can for example, help you gain insights into new target audiences, help you develop new marketing ideas, or provide ideas for new product enhancements.
Your company brand is being defined by the sum of all conversations. I found Radian6 to be a powerful tool that will enable you to listen, join the dialogue and reap the rewards of an effective social media strategy. Want to know who is talking about your brand? Here is a link to Radian6.
