Choose an SMMP that’s right for you.July 11, 2012
Managing an effective social media campaign isn’t a walk in the park, and organizations that are serious about social media need to adopt a best-of-breed Social Media Management Platform (SMMP). These pure-play solutions provide companies with a broad range of tools for reigning in the complexity of juggling multiple social accounts and channels (e.g. Facebook, Twitter, and LinkedIn). Common functionality that these applications provide includes account management, social monitoring and analytics, and social engagement (i.e. the ability to respond to posts in the social cloud).
Using an SMMP is essential for ensuring that there’s a layer of abstraction between your employees and the underlying social media services, thus insulating your organization from the risks associated with employees inappropriately “crossing over” their personal and professional accounts.
Marketing and public relations managers can use SMMPs to gain in-depth understanding of target markets by analyzing large volumes of social content. SMMPs provide tools like trend and sentiment analysis that let you tap into “the world’s largest focus group.” Sales professionals can use SMMPs to keep prospect records fresh, and HR managers will find SMMPs indispensable for tracking potential high-performance candidates.
Providing proactive customer service is one of the most effective drivers for using social media, and SMMPs are critical for unlocking this value. Unlike reactive service (where customers initiate contact with your organization), proactive service centers on finding disgruntled customers in the social cloud (i.e. using channels such as Twitter), and directly addressing their concerns. However, the sheer volume of social content that is being generated every hour makes it very difficult to accomplish this without an SMMP. Taking advantage of in-platform monitoring and response capabilities, companies can instantly identify candidates for proactive service and respond using company accounts – all from a single interface.
Info-Tech’s recent vendor landscape on SMMPs evaluated twelve market-leading SMMP vendors, including champions Radian6 and Sysomos. For more information, please see our comprehensive solution set on selecting a Social Media Management Platforms.This entry was posted in Applications, Research, What's New in Research and tagged Adobe Social, Conversocial, facebook, Hootsuite, Lithium, radian6, SAS Social Media Analytics, SMMP, social listening, social media management, social-media, SocialVolt, Sprout Social, Syncapse, Sysomos, TweetDeck, twitter, ViralHeat, Visible Technologies. Bookmark the permalink.