Infegy's Social Radar is a market research platform that collects and analyzes content from all over the web, including all social media channels. It includes a suite of content analysis tools, and more than six years of historical data is available.
The first license is $4,000 per month. Additional licenses are $1,000 per month per user account.
Jenny Verbitsky, research director for the insights and research division of Ogilvy Public Relations, started using Social Radar for her previous employer in 2010. She's been using it in her current role since summer 2012.
How do you use it?
Once I log on to my account, I can begin searching immediately for social media conversations to help me understand how consumers are talking about a specific brand, a crisis, a general topic, and more. You can search as narrowly as a specific event or as broadly as a large category. My favorite part is I can type in my own search terms.
What I do from there varies depending on the purpose. If it's something for our account teams, I'll pull brand clouds to get a quick understanding about what consumers are saying about any given topic. I always touch the linguistics section, which gives me brand clouds and sentiment. Many times I build an online report that I send to our account teams. Reports are really easy to generate, and our teams can access that information any time they want.
There are also tabs that show volume, influencers, posts, and categories. The categories tab shows what type of sources we receive comments from – blogs, forums, and more – as well as what language the topic is being discussed in the most.
If there's a problem, I'll call, email, or even Google Chat my account representative. I get a response almost immediately. I've never had an issue where I have not been able to reach them.
How does it serve your business needs?
It fulfills various research needs. We're a pretty integrated team, so we do primary and secondary research, as well as social media research.
Online reports that we provide account teams with can inform new business pitches. We've done qualitative analysis on conversations about topics as diverse as home appliances, healthcare, and customer service complaints. We've also used social media research done through Social Radar to inform survey development.
We recently looked at home appliances for a client as the first step in understanding how consumers are talking about the category. Following the social listening exercise, which also incorporated secondary research, we will be fielding a survey that will further explore consumer sentiment about the category.
Findings we get from Social Radar can also be used to inform an overall campaign, message development, creative, or any number of things.
The brand clouds, which are word clouds, are very important. I can look at an overall brand cloud and at positive and negative brand clouds that let me see positive and negative conversation drivers. I can hover over any word in a brand cloud and get the percentage of posts in which that term appears, and this gives me a number to back up how large the word is in the picture and put things into context. I can also get sentiment score for each of the terms.
How does it integrate with your existing infrastructure from an IT standpoint?
What are the main benefits?
The brand clouds. Social Radar's main focus is on analytics, and that's something I look for as a researcher. The ability to break out the brand clouds by positive or negative topics lets me jump right into analysis.
Being able to do complex Boolean searching. The ability to write very targeted searches saves me from having to sift through irrelevant posts and is very helpful.
What are the main drawbacks?
Getting data from spam sites. This is a drawback of all social listening tools, not just Social Radar.
What would you like to see improved / added?
They've been adding lot of features recently, such as age data, which is great. It would be really interesting for me to learn more about social influencers that Social Radar identifies. For example, I'd like to be able to integrate data, such as unique monthly visitors to a blogger's site or how many social followers an influencer has. It would be great if I could get all of that in one place.
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