Social media is a powerful tool. Consumers may be talking about you, commenting on your products and brands or they may be talking about your competitors’ brands and products.

But how can you possibly gather all of this information? How can you monitor or measure this seemingly array of unorganized information? And how can you react to this to have a more positive impact? Well, there are a growing number of tools that can help you do just that. Tools, like Radian6.

In this youtube presentation, Marcel LeBrun, CEO of Radian6, talks about the basics and how his tools can help you monitor the conversations about your products, brands, or any keywords throughout all these social media. Now you can track frequency, recency and context of what is being said. Not only what is being said or how many times, but who? Who are your biggest influencers?



I have been talking about the 2-way channel and how you need to initiate conversations with your customers; engage, interact, socialize. Increase awareness, increase your value proposition and your brand will grow. Now that you are able to better monitor this information, this is where it gets interesting. It’s all about increasing your ’share of the conversation’.  Now that you know who is talking about you and where they are talking about you, you have an opportunity to engage in conversations with your biggest influencers, so they talk about your brand more often and more positively. Marcel LeBrun talks about increasing your ’share of the conversation’ in a recent blog.

With social media, the consumer and the user community has increasing power. Marcel and his team at Radian6 describes this as the Power Shift - where the power is shifting from the corporation to the user, the community. It will transform how companies do business in the future. Do you see any potential benefit from this kind of knowledge? Can it help you build your own brand and community?