according to emily zager…

Radian6 – Social Media Monitoring

Posted on: September 24, 2009

Earlier this week at Loyola University Chicago, my PR & Social Media class welcomed Amber Naslund, the Director of Community for Radian6.  The growing company finds data results of social media networks that cover their clients’ brands, and informs them of their status in the digital realm.  Radian6 creates topic profiles while searching for mentions of their clients’ brands, competition and overall presence in their respective industries.

Naslund, who once worked in the hospital industry and originally holds a degree in Music, began working with Radian6 in 2006 where she focuses in content marketing. After blogging about projects regarding social media, she now focuses on internal strategy for the group.

“We don’t want to be reactive to social media,” Naslund expresses.  She believes that social media is cultural as much as mechanical.  Radian6, a software-based company, offers consulting for companies who pay subscriptions for their own personal research platforms.  Subscriptions are typically $600/month to get started.  Topic analysis is segmented by media type.  Radian6 utilizes RSS feeds, Twitter and other assorted crawlers to find data for their clients.  The group helps these companies utilize social media tools to focus on their intent, and for these companies to see their influence in different dimensions.

Overall, Raslund explains that “relationships drive sales,” however there are new tools in social media that are offering new, cutting-edge ways to establish or cultivate those relationships.  “There is a potential for communicators to connect on a flat level” with their target audiences.

Competition currently exists for Radian6. Some of these groups include Scout Labs, Visible Technologies and Alterian.  Radian6, which currently employs 60 people, is growing and working hard to stay ahead of the curve.

“We are equipping clients with information to do their jobs,” Raslund explains.  “Attention is currency in social media.”

I really enjoyed listening to Raslund speak about the proactive ways she is working with social media. Check out their site here for more information:

Thanks, Amber, for an insightful presentation!


1 Response to "Radian6 – Social Media Monitoring"

Hi Emily!

Thanks so much for having me. Was great fun to talk with your class, and I really enjoyed the discussion. Appreciate it very much!


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Emily received her BA in Advertising & Public Relations from Loyola University Chicago in May 2010. She is inquisitive by nature and loves to surround herself with new situations, people and the world around her.

Emily is a lifelong dancer, a current ballroom dance instructor, and lover of all things social media. She's currently searching for a new career opportunity in PR, event planning or advertising. Take a peek at her musings about media, branding & the PR indsutry.

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