Digital Media Monitoring & Insights – Finding Consumer Truths with Social Media
Fellows: Kevin Christophersen and Peg Murphy
Radian6 is a social media tool and engagement technology platform monitoring public perceptions of an array of brands through metrics, measurement, sentiment and analytics reporting. We created custom tutorials for faculty and students to master this cutting edge technology.
Overall, students found the videos relevant, understandable and watchable. The Marketing Communication Department should develop other industry‐standard videos including: Spectra, MRI+, Cision and additional Radian6 tutorials. The MCD curriculum committee should determine what courses such tutorials should be introduced and which advanced courses should be comprehensively utilizing the research (with video reminders).
Continue to utilize Radian6 tutorials in our courses and expand to additional courses. Use Introduction video in Intro courses. Use rest of series in Mid‐Level and Advanced Courses. Ensure all students that watch tutorials take the follow‐up survey in order to expand our results and modify videos as needed. Develop additional tutorials utilizing other industry‐standard research databases.