Amber Naslund, Director of Community at Radian6 explains how easy & important it is to listen to what your customers & peers are saying about your company/brand on the social web. Amber says to track what is being said about competitors and learn & understand best practices for engaging in the most efficient & effective way. Amber is too much fun, we can’t wait to catch her in real life and do another interview.
Follow Amber on Twitter: @AmberCadabra
When it comes to social media monitoring and analysis, we believe the expertise belongs with advertising and PR professionals. The world’s Fortune 5000 look to agencies and internal communications groups to be the experts in communicating with the public regardless of media type, be it traditional or social. Agency clients want effective, integrated strategies. Social media is the latest component to be integrated into the mix. And it’s becoming an increasingly important component too.
Our solution has been built for and by PR and advertising professionals. We created our Early Adopter Program (EAP) to go deep with a wide variety of agencies and agency clients. It has allowed us to truly understand the pain associated with manual monitoring and analysis. We’ve seen new opportunities to help users add value. We’ve discovered what works and what doesn’t. Our approach is to continually work with customers to understand their requirements and to brainstorm on potential new ones.
Here’s some of what we have learned so far:
* the solution must solve the immediate pain and eliminate manual searching, gathering, analysis and packaging.
* the system can’t have any hidden formulas that can’t be explained to clients. In fact, agencies all have their own proprietary view of interpreting data. Having the ability to customize to each agency’s model is essential.
* the solution needs to be easy to set-up and use. Users want the ability to do things such as change topics on the fly and update analysis parameters as required.
* pricing must be structured in a way that makes it easy to pass through to clients
Our goal, quite simply, is this: Design a product that’s built by PR and advertising professionals for PR and advertising professionals.
This article was written by Aronado