How "Data In, Data Out" Solves Social Marketing Challenges

It turns out that marketers aren’t very happy with the social relationship platforms that help them manage their Facebook and Twitter accounts; in fact, most would recommend you not choose the technology partner they did.

There are lots of reasons for this dissatisfaction, but the biggest is that most vendors just aren’t solving the problems that social relationship marketers face. Yesterday we published a new report detailing social relationship marketers' top challenges:

  1. Measurement. Most just don't know what impact, if any, their Facebook pages and Twitter accounts have.
  2. Content. Marketers struggle both to decide what type of content to publish, and then to find good content assets to use.
  3. Staffing. Many say they just don't have enough human resources to handle the every tasks of social relationship marketing.
  4. Scheduling. Marketers don't know when to post their content for maximum impact.
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Why Won't Marketers Recommend Their Social Vendors?

In 2013, we published a Forrester Wave™ evaluation on Social Relationship Platforms — the technologies that help marketers publish content to social networks like Facebook and Twitter, as well as monitor and respond to customer posts on those sites.

We evaluated established SRPs like Spredfast, Sprinklr, Shoutlet, Adobe Social, and salesforce.com’s Buddy Media, and found that none of them were good enough to fall into our “Leaders” category. Why? For one thing, most had significant gaps in their offerings.

But we also found that many of their customers weren’t terribly satisfied. Even though all the clients we spoke with were referred to us by the vendors themselves — and so presumably were amongst each SRP’s happiest customers — most had some reservations about the features, functionality, and service the vendors provided. In several cases, we were shocked by how little the reference clients thought of their technology partners.

One year later, we decided to check in on whether marketers had grown any more satisfied with their social relationship platforms. For a new report out today, we asked 56 marketers who used a variety of SRPs whether they’d recommend their vendor to a colleague — and found that overall, social relationship platforms have a Net Promoter Score of -16. Yes, that’s negative sixteen.

 

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