While there are no 'silver bullets,' many aspects of social media can be measured today. Mullen's use of the Radian6 social media monitoring platform will give clients insightful trends and competitive knowledge. The solution will also aid in uncovering potential issues brewing online as well as isolating positive brand discussions for engagement with consumers first hand.
Wenham, MA (PRWEB) June 18, 2008
Mullen announced today that it will be using the Radian6 social media monitoring and analysis platform to further enhance the metrics and analysis capabilities it offers clients with each integrated communications campaign.
Radian6's social media monitoring platform tracks what is being said online about brands, organizations and issues in real-time as discovered. The solution monitors all forms of social media, including blog sites, top video-sharing sites, opinion review forums, photo-sharing sites and micro-blogging platforms.
"Understanding brand perceptions prior to the development of a campaign for any client helps to accurately determine what messages will resonate," explained John Magee, senior vice president, director of performance strategy at Mullen. "Just as key is being able to track the impact and effectiveness of these campaigns once they have been introduced into the consumer community. Using the Radian6 platform will give our account teams the ability to effectively listen and analyze all relevant social media conversations around the brand or campaign."
"There has been much said lately in the PR and marketing industries around the need for effective ROI measurement capabilities in social media," said Marcel LeBrun, CEO of Radian6. "While there are no 'silver bullets,' many aspects of social media can be measured today. Mullen's use of the Radian6 social media monitoring platform will give clients insightful trends and competitive knowledge. The solution will also aid in uncovering potential issues brewing online as well as isolating positive brand discussions for engagement with consumers first hand."
Mullen has embraced the need for brands to be active in social media. In fact, the agency recently launched its own initiative called relentlessPR. This blog is run by a team of Mullen's PR professionals who serve clients by listening, exploring solutions and drawing on the resources of the agency.
"Our clients demand a high degree of accountability when it comes to the programs we create and execute for them," said Magee. "How a campaign reacts in an emerging medium should be no different. The Radian6 platform will allow Mullen to extend the rigor of effective planning, measurement and analysis into the area of social media."
Mullen plans to rollout this capability to all account teams in its four offices. One of the first clients already utilizing the Radian6 social media monitoring platform is Orbitz.
Mullen is a full-service agency and an independent brand within the Interpublic Group of Companies. Mullen's client portfolio includes General Motors, Wachovia, Four Seasons Hotels and Resorts, Stride Rite Children's Group, Orbitz, The Stanley Works, MassMutual, La Quinta Inns & Suites, T.J. Maxx, Marshalls, U.S. Department of Defense, Royal Ahold, HSBC, XM Satellite Radio, Panera Bread, LendingTree, Match.com, Ask.com, Embarq, National Grid and Highmark Blue Cross Blue Shield. Headquartered in Wenham, Massachusetts, the agency operates offices in Winston-Salem, North Carolina; Detroit, Michigan; and Pittsburgh, Pennsylvania. For more on Mullen, visit http://www.mullen.com.
About Radian6 Technologies Inc.
Radian6 provides the social media monitoring platform for PR and advertising professionals. The company's flexible dashboard enables monitoring all forms of social media with results appearing in real-time as discovered. Various analysis widgets give users the ability to uncover the top influencers as well as which conversations are having an impact online. Visit http://www.radian6.com for more information.
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