Says Shift principal Todd Defren: “Any company or any agency that's going to legitimately think about public relations, social media or community relations needs to have the tools that automate, at some level, the process of being able to capture all those distinct voices that are out there, all to be able to measure how important they are; to be able to respond in real-time. That's critical to us today.
Radian6 provides a social media monitoring solution for PR and advertising professionals. The company's flexible dashboard enables monitoring of all forms of social media, including blog sites, top video-sharing sites, opinion review forums, photo-sharing sites and micro-blogging platforms, with results appearing in real-time as discovered.
“In the past, happy customers generally kept mum: maybe they told their closest associates about their positive experiences with a brand,” says Defren. “Meanwhile, disgruntled customers had little recourse beyond letters of complaint to customer service, letter-writing campaigns, outreach to the Better Business Bureau. It was manual and tedious and rarely got any attention or action. But nowadays, praise and complaints are quickly and freely created, shared and readily found, via blog posts, tweets, video testimonials on YouTube, etc. The customer experience itself has gone viral. Brands that ignore this paradigm shift simply have their heads in the sand.”