So what's the new tool? What's the new method? How do we get it all done and climb to the top of the social heep?
Answer: I don't know.
I do have a new code word for you: R6. Are you experienced? Do you manage "rivers of news" or just tweetstreams?
What Salesforce.com did for sales, and Tweetdeck did for tweets, R6 (insider code for Radian6 – bought last week by noneotherthan Salesforce.com) can do for your career in social media. If you haven't heard of R6 you might want to mosey on over to their site. Then check out Dell's Listening Center for a massive example of implementation.
But I knew R6 before they were anything. Before we realized they were based in Canada and didn't care. I remember when Dell was using something called TruCast. (does that still exist) I was part of that team at Dell that loved everything social, even when the corporate elite were trying to wrap their heads around what we were tweeting about, or even what a tweet was. And was it legal to be tweeting? And if we tweeted on behalf of Dell, did that mean that Dell owned our hard-won Twitter followers? (all this will be revealed shortly)
And what does Radian6 do that no other tool in the socialverse can do?
Build the cool "share of voice" charts. This is R6 eye candy. Not a lot of useful data here, but it does show that you are listening. And you can use it to map competitive messages across the socialverse. Can be manipulated into a useful tool, but a little bit like excel bubble charts, pretty but what do you change based on the findings?
And the ever popular keyword cluster.
And the real workhorse, and the buzzword you need to use in conversation anytime you are applying for a social media job, the fabled "river of news."
And now, you have a bit of the magic sauce to go out and hunt for a social media job. As Salesforce.com was to the late 2000's for sales and marketing, Radian6 is going to be ever more important in the measurement and actionable work on the internet and this massive cluster of things we label as social media. Having a Facebook Fan Page and a Twitter account isn't enough.
Configuring, listening to and responding to a Radian6 dashboard puts the power of many into the hands of the few. (Uh, sorry, in English.) With my Radian6 account I can listen for all the blogs, FB posts and Tweets that are part of my corporate social profile. If I was trying to do that manually, by watching Facebook and the firehose of Twitter or LinkedIN updates, I would quickly become overwhelmed in the minutia. With Radian6, the important bits get highlighted so I can decide how, and if, to respond.
So in your job interview about social media, you need to be able to say something like, "I have set up a few Radian6 dashboards for monitoring and responding to the conversations going on across the web." It helps if you've done some of that work for large corporate clients, because they are the only ones who are going to be able to afford a Radian6 liscence. But that does not excuse you from not getting involved and learning all you can about R6. And when someone asks you about your R6 quotient you can chat intelligently about the "river of news" and "share of voice" monitoring.
The sound like buzzwords today. But because the cloud keeps getting bigger and the ROI linked to WOM marketing gets clearer, the share of work will go to those who know how to wield the most share of voice.
A few additional posts on social media leadership and careers:
- Hunting the CFO Online with Social Marketing (infographic)
- Revisiting Social Media PERFORMANCE, Rather Than "Strategy"
- Get Your List On: Twitter Lists, the New Social Cred System
- Can Influence Be Measured? Or Can ROI on Social Media Be Calculated and Substantiated?
- SEO and Search in a Social Media World: My Top 16 SEO Thoughts