You’re only as good as the monitoring tool you use
So you’re a social media specialist/strategist/expert/….well you’re nothing more than a bullsh*tter if you’re not making your recommendations using a monitoring system.Â
I read Jeremiah’s post the other day with mixed emotions – I didn’t like the sense of pleasure he seemed to get from social media “gurus” losing their jobs for taking an unmeasurable approach. I’ve been out of work twice and Jeremiah, let me tell you – nice it is not, definitely not something from which to take pleasure, nor wish upon anyone.
BUT, I totally agree with what he was saying about the recession forcing theÂ bullsh*ttersÂ to be accountable. I’m not sure if any business needs metrics MORE than social media. As the monitoring industry has matured, there are now clear differences between how and what the systems measure.
I have been using Live Buzz for a couple of years and swear by it, but was introduced to Radian6 last year and spent a bit of time evaluating it. I have to say, I’m not at all convinced about how genuinely insightful it is, especially given the UK/.co.uk problem (the only way you can monitor UK-specific commentary is to tell the system to monitor .co.uk domains) but it does a fantastic job in introducing clients to the concept of measurement over and abover Google Alerts – and the graphs look good too!
But, my opinion is changing. Since seeing the video below, Radian6 looks like it is evolving with some interesting new features – ones which could actually make a big difference to your strategy offering.
I won’t go any further as the video is actually a work of genius: