The impact of social media on public relations and advertising is fundamentally changing the profession. Brand ownership is no longer solely the domain of the institution. A brand is now defined as the sum of all conversations taking place amongst users and it's happening regardless of whether you are part of these conversations or not.
Radian6 is focused on building the complete monitoring and analysis solution for PR and advertising professionals so they can be the experts in social media.
The alignment of analytics and reputation is very important in the social media space. Online marketers often make the mistake of believing that a prospect's path to becoming a customer is when they land on your web site or blog. This isn't the case at all… the path begins where people find you. This is predominantly search engines but social mediums such as Twitter, social networks, and social bookmarking sites are becoming another growing source of prospects.
Webtrends partnership with Radian6 is a game changer for the industry. Webtrends' acknowledgment of offline and offsite engagement and a roadmap for incorporating those into their platform is a glimpse into the future of Web Analytics. Radian6's product is quite different in the reputation management space, they focus on social media monitoring, measurement and engagement. As well, they have a very impressive user interface!
Radian6 identified the problem – marketing teams could not engage every online conversation – so they developed a system where each time your company, products or services are mentioned, the influence of the source is used to prioritize and tasks are initiated and assigned to respond both quickly and effectively.