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Posted by Augie Ray on September 13, 2010
I’m beginning to prep for a future report on a new breed of tools designed to help companies manage complex social media accounts, relationships, communications and internal roles. If you have some experience, know some tools or just have some questions you’d like answered, please weigh in!
In the old days (of 2009) many brands had just one Twitter account and one Facebook account maintained by one (or a small set) of people, so the brand’s social media presence was relatively easy to maintain. Today, the challenge is much greater—some brands have dozens of accounts in multiple languages focused on geographies ranging from the entire globe to individual countries and cities. At the same time, demand has increased with a greater need to listen and respond to the growing audience in social media, and to handle that inflow, marketers are involving more and more employees.
We’re seeing the rapid development and adoption of a new breed of tools—call them Social Media Management Platforms—which include solutions from Buddy Media, Vitrue, Awareness, ExactTarget, StrongMail, Involver, Hootsuite, Context Optional, RightNow, Expion and others.
None of all of these tools offer the same set of features, and we'll see a great deal of change in the next couple of years as consumer demands, enterprise needs and social networks change. For now, effective social media management requires a combination of:
Do you have any experience with tools for managing social media in this way? Or are you struggling to manage your company’s social media presence and want to chime in with a wish list of questions or needs? If so, please let us know.
I am turning OFF the comments below because we’d like to invite your comments and questions in the Forrester Interactive Marketing Community, where marketing leaders can engage in a more robust conversation. To participate in the dialog, please visit: http://community.forrester.com/thread/3174