Social Media Measurement Redux

The news here is that we are in the process of standardizing our social media monitoring on the tool provided by Radian 6. Overall, we looked at a bunch of different apps and services and we think R6 is the way to go for corporate PR teams and agencies. The things that sold me on this tool was the ease of data export, since we still grind a lot of stuff in Excel and QuickBase(best cloud DB/PaaS on the market--full disclosure it's our client's product); and the workflow tools for managing responses to content posted about a client's brand.

Other free stuff that I like for social monitoring includes TweetScan and BackType. But the killer app and the tool I run and see on everyone's desktop here at the agency is TweetDeck. The cool factor is largely due to Adobe AIR. It's what iGoogle used to be back in the day.

Not to sound like too much of a broken record, but I will yet again make my point about the difference between monitoring (the tools I mention here) and the value of measurement and analysis as a driver of communications strategy. We've actually taken a step forward in this regard with the launch of a new media analytics offering, we call d3.

d3 is a new service designed to help clients effectively engage with the blogosphere and build long term, meaningful relationships with influential on-line voices. The key component to d3 (Data, Discovery, Decision) is ABIE™, the Access Blog Influence Engine, a proprietary scoring methodology we developed in-house that determines the influence of blogs. Disparate blog measurement tools only provide a one-dimensional picture – we designed ABIE™ specifically to achieve communications and public relations objectives, identifying the most-relevant and influential blogs and ranking them by audience and market segment in a single view.

Comments

[Amber Naslund]

Hi Deirdre,

Thanks very much for the solid recommendation for Radian6. And congrats on the launch of d3; you're right that monitoring is only one piece of the puzzle, and proper measurement and analysis in the context of business goals is really critical.

Looking forward to seeing your success with d3.

Cheers,
Amber Naslund
Director of Community | Radian6
@AmberCadabra