Attempting to juggle each and every one of your social media accounts can be tricky, scary and time-consuming. For example, while you’re busy updating your Facebook status, you might have forgotten to favorite a tweet. Speaking of sweets, when is the
best time to send one out to followers? Ugh. It can seriously give you a migraine.
Social media is one of the most effective ways for you and your business to get more traffic and generate new leads. Having the right social media management tools and a presence on all the major networks like Facebook, Twitter, Google+ and LinkedIn is a necessity these days for any business. But what kind of marketing software, dashboards and publishing tools are gurus actually using to juggle these multiple accounts?
Most large companies use an enterprise-grade social media manager. Fortunately, this market is bubbling over with innovative apps. These offer a unique blend of features. Keep in mind that, for each tool, pricing varies by the size of your company and the team members involved.
Radian6 is powerful because of how it connects with so many social channels — the typical Twitter, LinkedIn and Facebook feeds as well as blogs, community sites, video channels and even the forms and comments on other posts. You can search for sentiment around a brand such as FedEx and see how many people are discussing that brand or how many complaints follow a snafu (say, tossing a box over a guardrail). In fact, if you post a complaint now about FedEx on Twitter, there’s a good chance someone’s using Radian6 to find your issue and interact with you to resolve the issue.
Buddy Media, meanwhile, helps you publish an eye-catching marketing campaign through social media and drive people to a Facebook page so they “Like” it or share it with friends. It’s almost like Adobe Photoshop for the Web; you use templates to create the HVAC digital marketing material, then publish and track the messaging for your company brand.
Bottlenose, one of the most unique social media tools we’ve found for the enterprise, is more of a discovery tool to learn about brand sentiment and trends. It uses a unique “sonar” interface, where trending topics are shown in a real-time circular graph. A company such as Ford could use Bottlenose to search for the term “truck” and see, in an instant, which topics are trending. Critical discussions — “heavy-duty” or “F-150” — would be seen in a larger size or brighter color.
UberVu is the most obvious equivalent to more consumer-driven tools such as TweetDeck, SproutSocial, or HootSuite. It’s intended to help social media teams post messages to multiple platforms. The tool works with typical services such as Twitter and Facebook but also lets you monitor posts for Reddit, YouTube, Google+, and even blog entries.
Because UberVU is intended for the enterprise, it includes features for larger teams. You can assign tasks and monitor a post after it goes live, for example. This social media manager also lets you perform searches for a brand name to help with marketing activities and see a “conversation map” for all mentions and discussions.
SocialCompass: Manage Social Marketing in Multiple Locations
Social media is a gold mine for technical marketing. SocialCompass lets you search for keywords and phrases, such as “tacos for lunch,” and then engage the person who posted that phrase in a conversation. Like most enterprise tools, SocialCompass lets you focus on a specific geographic area so you can target ads appropriately. It’s intended for large companies such as Starbucks, Best Buy, or anyone who needs to manage social marketing in multiple locations.
Gremln: Bring Process, Compliance to Social Media Management
Marketing departments, which tend to like to throw ideas against the wall and see what sticks, can use Gremln to make sure they comply with regulations such as the Federal Financial Institutions Examination Council (FFIEC).
Companies can restrict a search for social media chatter to a certain area. If there are other bands with the same name in other areas, you can restrict a search to a specific city. When you do, you can enter the conversation with people discussing that tops. The key feature is the capability to block certain keywords and phrases; a bank might block the word “promise” from being used in a post, for example. Finally, there’s an approval process for all posts.
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