The purpose of this report is to provide information about Radian6's social media monitoring software and the use of their software to manage marketing information. The primary focus of this report is to analyse key issues that face marketing researchers in relation to the use of Radian6's software, and to provide recommendations to marketers who are considering using the software to gather marketing information and engage customers.
This report is made up of four key issues: choosing the right tools to gather primary data, ensuring relevance of netnographic data, gaining insight into data and using market data to help manage customer relationships .
Radian6 offers cloud-based software which gathers people's posts or comments (reactions) from online social media channels [see Appendix D].
Choosing the Right Tools to Gather Primary Data
The gathering of primary data is the key issue in this case because the enormous amount of data available makes it hard to collect data in an economical fashion and segment it appropriately and choosing the right tools for data gathering can make a big difference in effectiveness and efficiency.
Radian6's research approach is a form of ethnographic research known as netnography, a term coined by Kozinets (1998 ) and later defined by Kozinets (200 2, p. 1) as " ethnography adapted to the study of online communities."
This netnographic approach employed by Radian6 means that marketers can gain insights into customer opinions without bias caused by traditional contact methods and without invasion of the customer's privacy. Langer and Beckman (2005 ) found that cosmetic surgery consumers freely offered experiences and opinions via internet discussion boards due to the ...
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...vangelists, viewed 30 June 2011, http://www.radian6.com/wp-content/uploads/2010/12/R6_FindYourBrandEvangelists.pdf
Radian6 (2010b) Radian6 Playbook, viewed 28 June 2011, http://www.radian6.com/wp-content/uploads/2010/07/Radian6_PlayBook.pdf
Radian6 (2011) Radian6 Insights Overview, video recording, viewed 29 June 2011, http://www.youtube.com/watch?v=GgshLf8HaDU&feature=player_detailpage#t=29s
Rouholamini, M. and Venkatesh, S. (2011) International Journal of Information Technology and Knowledge Management, 4, 2, pp. 723-729, viewed 30 June 2011, http://www.csjournals.com/IJITKM/PDF%204-2/Article_71.pdf
van Herk, H., Poortinga, Y.H., Verhallen, T.M.M. (2005) Equivalence of survey data: relevance for international marketing European Journal of Marketing, 39, 3/4, pp. 351-364, viewed 01 July 2011, http://iba8010kelly.alliant.wikispaces.net/file/view/equivalence.pdf
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