Tag Archives: Radian6

iPad – What’s in a name?

Today’s launch of the iPad created some serious hype, the likes of which I haven’t seen since the initial launch of the iPhone. While there have been some mixed reviews about the device, the product’s name itself has drawn quite a few snickers and been the butt of a few jokes.  Even the Wall Street Journal reported on it.

This got me thinking about how (or if) I would respond to the silliness surrounding the product name if I were on Apple’s PR team. On one hand, having the WSJ write about the issue does raise some concerns; but on the other hand, the product name is not going to change and people will ultimately pay more attention to the news itself and product reviews. Without overthinking it, I would let the whole thing blow over.

I asked my Twitter followers what they would do, and it seems my thinking is spot on. Of course, I’m curious to see what approach Apple takes. 

One thing is for sure, while some folks take pot-shots at the iPad’s name, those of us in PR and marketing can use this as a reminder about the steps we can take to try and avoid similar situations. These are the two most basic approaches that come to mind:

  • Use focus groups or surveys during the planning stage to get feedback about a product’s potential features, naming conventions, etc.
  • Embrace social media monitoring tools like Radian6 or Sysomos leading up to a launch. Whether it’s a movie, a product or a service that you’re bringing to market, gaining insight into consumer sentiment before you launch can help guide your marketing plans; provide some direction on product features/functions to add/remove; help you tweak your messaging, etc.

What would you do? Would you also let the storm blow over?

~JE

Measurement Metrics Around Twitter

The Echo Communications team is working with a dynamic and innovative team of creative artists at Capital C to drive media coverage around the Hypercube initiative.

If you haven’t yet heard about this brilliant campaign, you can check out the Social Media News Release or read some of the great articles that have been written about it, such as this one by Jennifer Wells at the Globe and Mail, or this one by Media in Canada or these posts by Jesse Hirsh. Or, if you’re going to MESH next week, you can hear Capital C creative director, Angie Kramer, speak about it on the WoM panel being led by Sean Moffitt.

To monitor the buzz that’s been generated through this campaign, we’ve been using Radian6. It does a great job of tracking everything from blog posts to online news feeds to tweets, and it’s certainly made my life a lot easier in knowing who is saying what about @thehypercube

But the one area where I find it falls short (are you listening product development peeps at Radian6?) is taking monitoring (of Twitter, specifically) to a measurement level.  For example, I’m able to run a great report that shows me the details of more than 3,000 tweets that reference @thehypercube (this excludes any tweets made by @thehypercube). But what it doesn’t do is offer any details as to the impact of the ‘conversations’ that are taking place.

It would be great if there was a quick and easy way to run a measurement calculation that figured out what the value of each tweet is (or each impression – if you look at it from a marketing/advertising perspective).

In the early days of my PR career, we would measure the column space of each article with an advertising equivalent (today PR folks use MRP or other approaches – but that’s a post for another day). To measure the value and net impact of Twitter buzz, perhaps it’s as simple as plugging everything into a spreadsheet and creating some fancy formulas to figure it out. But I would ideally like to see a quick and easy way to do this within Radian6!

What’s clear to me, is that the world of PR and marketing is in desparate need of best practices for social media measurement. So many great tools exist to monitor buzz, but now we need to find a way to put a dollar value to each blog post, tweet, re-tweet or comment.

~ JE (Twitter: JodiEchakowitz)