Does your company have a strategic plan for listening to online conversations? If not, then you need to develop one. With the increasing amount of online users, 2,749 million worldwide, it is imperative to have a concrete understanding of what people are saying, where the conversations are coming from, and how to respond and react to these discussions.
Radian6 is a social monitoring tool that the IMI social media team uses that provides valuable insights about these online conversations to brands and marketers. Brands are able to search for specific keywords about themselves and their competitors while Radian6 pulls reports for every conversation on the web surrounding those search terms. Additionally, marketers can select which media types they would like to listen to including: Twitter, Facebook, Myspace, Comments, Images, Videos, Mainstream News, E-Commerce Sites, Blogs, Aggregators, Forums, and Forum Replies.
After determining which keywords will be monitored for your brand and selecting which media types to listen to, marketers can analyze an indefinite number of reports. There are six main reporting widgets that function within Radian6: The Influencer Viewer, The River of News, New Topic Trends, New Topic Analysis, New Conversation Cloud, and the ability to Search The River of News. These six widgets give brands and marketers an opportunity to listen to the conversations occurring about brand keywords and compare them to their competitors.
At Internet Marketing Inc., we have found 5 ways Radian6 can improve social listening through the use of these reporting tools:
1) Identify Brand Advocates
Who is talking about you online? By utilizing the Summary Influencer tool, marketers are better able to identify who their brand advocates are and what they are saying. Radian6 enables you to see every blog post mentioning your brand and analyze the topic sentiment and engagement surrounding that content. This information is especially beneficial when developing blogger outreach strategies. You can select the influencers with the most engagement and reach out to them for future product reviews. These are the people who know your brand well and enjoy talking about it so why not develop a relationship with them?
2) Listen to Real Time Conversations
How would you like to combine all of the mentions about your brand on Facebook, Twitter, Google+, LinkedIn, YouTube, blogs, images, and any other media type into a single feed? The River of News saves you time and energy by inputting this exact information into one report. More importantly, brands can use the River of News to internally manage online reputation. Members can assign conversations to teams better suited to handle customer complaints and issues. In addition, you can prioritize items that need immediate attention which makes it easier to recognize important conversations. Another benefit of this tool is that you can tag each post to see how people are using the internet to talk about your brand. While some audiences use the internet to engage with brands, others tend to view it as a customer support tool. It is important to recognize how your audience is interacting with these online channels and develop an ongoing relationship with them.
3) Pinpoint Popular Mediums for Discussions
How much time do you spend analyzing where the majority of your audience is online? Through the New Media Type widget, you can track the number of mentions about your brand on each channel. By understanding where your audience prefers to interact with your brand, you can develop a focused online strategy to reach your target audience. Stop focusing your efforts on Facebook if your customers are more active on Twitter. This does not mean it is okay to cease conversations on Facebook completely but rather prioritize your time according to where your audience prefers to communicate.
4) Analyze the Sentiment Surrounding Brands
Are conversations about your brand online positive, negative, or neutral? Is sentiment different on various social channels? You need to understand not only what your audience is saying about you online but also be able to recognize how they feel about your company and products. With this information, your team can detect how products are performing, which strategies are working, and what types of general conversations are occurring. Use this data to develop a strategy that will improve feelings about products, the brand, and every day social chatter.
5) Determine Effective Content Strategies
The key takeaway from Radian6 is how to utilize the vast amount of data and information provided. These reports are useless unless you take the time to adjust your social strategy using the insights from these tools. Establish a list of brand advocates and decide how to foster a relationship with them. Improve your social listening by responding and interacting with the people talking about your brand. Engage with your audience on their preferred media type, not where you think they should be. Determine the overall sentiment about your brand online and create a strategy that emphasizes how to improve customer satisfaction.
If you want to have a healthy ongoing relationship with your online audience, you have to know what they are saying, where they are talking, and how to respond. Radian6 is a valuable tool that will help you identify and analyze these online conversations. Then, you can use these reports and metrics to develop a cohesive social media strategy.