Listening To What You Aren’t Hearing
Super excited and honored to be the first guest blogger over at Radian6’s Powershift Blog. Radian6 is an industry leader in the area of Social Media monitoring and analysis. Here’s a bit from their site:
Founded in 2006, Radian6 was created with the idea that companies need to be listening to the social web in order to effectively participate. Intelligence about online conversations is critical: companies need to know what’s being said about their brand, industry, and competitors online. So, we built a listening platform designed to help companies do just that.
So, for my post I took what I hope is a different look at SocMed monitoring. We tend to focus on the really good (brand evangelists) or the really bad (angry consumers), but there is more out there…
Social Media monitoring is a terrific tool for marketers, allowing them to listen in as consumer’s chat, debate and discuss their brands. A recent study by Penn State University determined that approximately 20% of Twitter activity is linked to brands.
A key element of Social Media monitoring is parsing out the sentiment, or tone, being shared by consumers. Now, not only do you know that people are talking about your brand, you know if they are speaking about it positively or negatively. The benefits of being able to identify this level of detail are as obvious as they are potentially impactful. Now brands can pinpoint with laser accuracy those consumers who are brand evangelists, quickly mobilizing to harness the goodwill, enthusiasm and credibility of these people, looking to turn them into brand ambassadors.
For the rest of this post, please swing on over to Powershift.
