Struggling to justify a purchase of Social Media monitoring software? Wondering if your Google alerts are telling you everything you need to know?
Our Head of Insight, , spotted Radian 6′s 100 uses of Social Media monitoring uber-post which could just provide one reason, or even 100 reasons, why this type of investment might be useful. The list covers everything from the more obvious, like Crisis Comms or Competitive Intelligence, to the less considered like Advertising Effectiveness and Thought Leadership.
Definitely worth checking out whether you’re interested in Radian 6 or another social media monitoring tool.
How does Tempero fit within this? Our Insights team use a suite a tools (many agencies subscribe to one then just resell the licence to a client or, even worse, cut and paste charts from the tool’s dashboard and charge for creating a report) and do the “thinky part” translating all of the data into a business insights – like Competive Analysis – ready for organisations to act on.
They also live and breathe the web so understand and contextualise a lot of the patterns that they see. For example they can track the rise and fall of crisis issues, identify potential hot points, and try advise on next steps to either minimise or manage ongoing flare ups around the same issue. They make sense of why a message or campaign may have gained more traction on Twitter rather than on say, Facebook, rather than just giving the straight numbers and stating the [often obvious] facts.
That’s the difference between monitoring and insight (in my view).
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Tempero on Google+
The Radian6 blog certainly does list a lot of use cases, but there is one missing that may be the most important of all. What about correlating the data you find to your key business performance metrics?
Social media monitoring software doesn’t yet have this capability, and it’s hard to say if it ever will. That’s why social media business intelligence is a step-up from social media monitoring. Not only do you get the ability to listen to your customers, you can also tie everything back to your core business metrics.
Before paying a large monthly sum for social media monitoring software, keep the bottom line in mind. What would your c-suite want? To understand how everything impacts the business, on and off-line. Monitoring tools are great for managing reputation and finding mentions, but not so much for measuring impact on the business.
- Sergei Dolukhanov
@sdolukhanov:twitter
http://www.evoapp.com
Sergei:
Thanks for stopping by and sharing your thoughts. Here at Tempero, we are already conducting social intelligence for out clients, working with various data sources, from the usual suspects to ones such as call centre data and TVRs. We then work with clients to ensure that we can deliver to key metrics. Radian6 serves as the platform upon which we extend our intelligence into other parts of a client’s online (and offline) presence.
I agree that social media monitoring tools cannot be plugged directly into many of the traditional metrics, which is part of the reason that we have been successful in offering our clients performance reporting across their entire digital footprint. Stop by our event on 17th November and maybe we can chat in person.
Thane Ryland
Tempero
Head of Insight