The company has come to market with an online reputation management (ORM) solution that will help companies to listen to what their customers are saying about them online, monitor and analyse these conservations, and engage with their customers by taking part in the conversation.
The solution is the Radian6 platform (www.radian6.com
), a leading global player in the emerging online reputation management market. Acceleration Media has been appointed as the exclusive strategic partner for Radian6 in South Africa.
Says Gordon Geldenhuys, Digital Marketing Consultant at Acceleration Media: "With the rise of social media channels like Facebook, Twitter, LinkedIn, forums, blogs and many others, it is critical for companies to listen to what consumers, employees, and thought leaders are saying about them.
"ORM allows organisations to monitor and analyse what people are saying about them online, and then take action to resolve customer issues or address malicious or inaccurate information that is spreading across the Web,” says Geldenhuys. “It's about taking control of your online reputation and defending and enhancing it to the benefit of your business.”
After evaluating a number of ORM platforms, Acceleration Media chose Radian6 as the one best matched to the needs of South African businesses. Radian6 is feature-rich, flexible and quick to deploy.
Radian6 provides a self-service platform for monitoring, measuring and engaging in online conversation in real time. The application only requires a web browser and data is displayed in an easily configurable dashboard that is updated in real-time. The workflow module enables companies to engage directly with influencers, route assignments internally, and tag conversations.
Unlike many ORM platforms, it covers all forms of social media including blogs, top video sharing sites, top image sharing sites, forums, opinion sites, mainstream online media and Twitter.
Radian6 offers the following functionality:
- Listening - real time monitoring of mentions of a company and its product, issues and competitors with the ability to quickly find the most important relevant conversations.
- Measurement - the ability to analyse buzz about a company and its products, issues, competitors, as well as outcomes of specific marketing campaigns and social media investments.
- Engagement - the ability to manage real-time responses across a team, as well as assign tasks to people, manage task lists, and categorise posts based on priority and the type of post
"Radian6 makes it simple for any organisation to look after its online reputation and to craft and execute strategies and tactics in response to the conversations influencers and customers are having," says Geldenhuys.
Other benefits of ORM include helping organisations to engage in effective public relations (PR) by understanding who the real influencers are, giving an early warning system for reactive and defensive PR, allowing companies to reach out to customers more cost-effectively using low cost social media platforms, and gaining insight into consumer perceptions about their products and brand as well as those of competitors.
Acceleration Media can manage the Radian6 platform for customers, relieving them of the need to worry about the technology in the background. Alternatively, companies can buy licenses and run and manage the licenses themselves, backed up with training and support from Acceleration Media.
As an additional ORM service, Acceleration Media can assist each new client with a once-off ORM audit that will allow the company to see what their social media activity is and identify key issues.