Hexagon

What do you like best?

Crimson Hexagon, which recently merged with Brandwatch, is a compelling offering in the social listening and analytics space. Their cost is lower than some of their competition, but still on the higher end. However their data visualization tools for social listening are compelling and help to cull insights from the data sets being analyzed. For example, their word clouds and topic clusters help to explore large date ranges after building your queries, and can take you from topic to topic and theme to theme, which not only helps with exploring and navigating the often-large amounts of mentions but also greatly assists in analyzing these fields and developing essential insights.

What do you dislike?

I feel like Crimson Hexagon is still a bit clunky and sometimes difficult to navigate in terms of the tools and overall platform. The user experience can, as a result, feel a bit frustrating to produce the results you're looking for and lacks the clean UI and intuitiveness that other similar platforms offer. I also feel like their customer service - or rather on-call support and accessibility lags behind some of their competitors. Finally, while it is by no means the most expensive, their pricing structure is on the higher end.

What problems are you solving with the product? What benefits have you realized?

I used Crimson Hexagon primarily for its social listening offerings while working as a digital and social media strategist at an ad agency. We were challenged with developing strategies that required a multitude of user research and insights, and Hexagon allowed us to comb over up to a year of social mentions across various platforms, forums and social networks to produce a wealth of data outputs to further analyze, both through our own external tools as well as via their built in dashboard and its features.