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Posted by Nate Elliott on March 7, 2014
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:
The good news for marketers? All four of these challenges can be solved through the smarter use of data. For instance, most leading social relationship platforms already use sentiment and influence data to help marketers analyze which customer questions and comments require attention.
And some social vendors are now going a big step further, harnessing data to ease (and even automate) additional social marketing tasks. In the process they’re both reducing social marketers’ workloads and improving their output. Today a new breed of emerging social vendors use what we call “data in, data out” practices:
So which social vendors are effectively leveraging data to help marketers succeed? There are many in the market — but most are companies you've never heard of, rather than the biggest names. Some of the "data in, data out" vendors we find particularly impressive include:
And how can established social relationship platforms make their clients happier? Well, they can either develop the kind of innovative data-driven functionality we’ve detailed here, or they can acquire the emerging vendors that have. But they have to do something. They’ve got dissatisfied customers and hugely innovative competitors — and that’s a recipe for trouble.