Reputation Management with Radian6
Webtrends announced an important partnership with Radian6 at the Webtrends Engage 2009 Conference. From the Radian6 site:
The impact of social media on public relations and advertising is fundamentally changing the profession. Brand ownership is no longer solely the domain of the institution. A brand is now defined as the sum of all conversations taking place amongst users and it’s happening regardless of whether you are part of these conversations or not.
Radian6 is focused on building the complete monitoring and analysis solution for PR and advertising professionals so they can be the experts in social media.
The alignment of analytics and reputation is very important in the social media space. Online marketers often make the mistake of believing that a prospect’s path to becoming a customer is when they land on your web site or blog. This isn’t the case at all… the path begins where people find you. This is predominantly search engines but social mediums such as Twitter, social networks, and social bookmarking sites are becoming another growing source of prospects.
Webtrends partnership with Radian6 is a game changer for the industry. Webtrends’ acknowledgment of offline and offsite engagement and a roadmap for incorporating those into their platform is a glimpse into the future of Web Analytics. Radian6’s product is quite different in the reputation management space, they focus on social media monitoring, measurement and engagement. As well, they have a very impressive user interface!
Radian6 identified the problem – marketing teams could not engage every online conversation – so they developed a system where each time your company, products or services are mentioned, the influence of the source is used to prioritize and tasks are initiated and assigned to respond both quickly and effectively.
I was able to sit down and interview Chris Newton – Founder and CTO, and Chris Ramsey – Vice President of Business Development for Radian6.
We were in a media room so it got pretty loud… I tried to make some adjustments to the video to compensate.
Hi Doug,
Thanks so very much for featuring this video and announcement. We’re very excited about the potential of the partnership with Webtrends; with the positive movement toward better metrics and measurement in social communications, it’s going to be ever important that we have deeper analytics and actionable engagement strategies that come out of our monitoring efforts.
It’s our hope that we’re empowering more and more companies to not only hear and see what’s being said about them online, but understand how that’s driving their business and participate online in ways that truly benefit them and their customers.
Thanks for your support.
Cheers,
Amber Naslund
Director of Community | Radian6
@AmberCadabra
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