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Table of Contents
Section I: Market Overview
Section II: Enterprise SMMS Market Trends
Section III:Enterprise SMMS Platform Capabilities
Section IV: Choosing an SMMS Platform
"Enterprise Social Media Management Software" editorial team:
Tamar Weinberg, Techipedia
Claire Schoen, Search Marketing Now
Hootsuite Media, Inc.
Salesforce Marketing CloudOracle SRM
Finding the appropriate social media management tool for your business can be a challenge. This buyer’s guide provides a framework for deciding if you need and EMMS solution, details the capabilities of the leading platforms, and compares offerings from leading vendors.
Editor’s Note: The following is an excerpt from "Enterprise Social Media Management Software". You can download the report here free.
Social Media Management Software (SMMS) platforms have become must-have toolsets as digital marketers and agencies recognize the impact that social conversations have on every part of the enterprise, from engineering and product development to marketing and sales.
The platforms being used range from freemium services to enterprise-wide solutions like that can cost tens of thousands of dollars per month. Many enterprises license more than one SMMS platform and use only the most robust features available from their vendors.
Enterprises deciding whether or not to license a SMMS platform or to upgrade from their existing freemium platform need to first consider the following:
If the answer to one or more of these questions is "yes," it may be time to consider using a SMMS platform.
Choosing an SMMS platform calls for the same evaluative steps involved in any software adoption:
An important step in the decision process is to assess the enterprise’s internal resources. Social media has made its way into all aspects of most organizations, from the HR department to the marketing and PR departments. Before investing in a SMMS system, make sure you understand who and where you will be using the software. Know how many accounts exist, and where and which ones are critical to your social media strategy. Consider the following:
It is equally important to evaluate the type of SMMS vendor that will provide the best fit for your organization’s unique and specific social marketing needs. For example, enterprises with skilled in-house social marketing practitioners and resources may prefer a platform which is built on a proprietary Social Markup Language (SML) and allows internal developers to build completely customized social content and applications.
Enterprises with fewer in-house skills and resources may be better served by a vendor which provide a plethora of social media consulting and program execution services.
Many SMMS vendors serve specific vertical markets by offering strengths such as regulatory and compliance monitoring of social media marketing content and campaigns, or a specific platform for enterprises with a large network of dealers, agents and franchisees.
Virtually all enterprise SMMS platforms available today offer a core set of social media tools and capabilities that focus on:
The platforms begin to differentiate by offering additional capabilities, often requiring additional investment, that include but are not limited to:
The following section discusses some of the key considerations involved in choosing a SMMS platform.
While Facebook still represents the lion’s share of social media traffic and brand pages, the majority of SMMS platforms are expanding the depth and breadth of social media networks they support. It is equally important to distinguish between a SMMS platform’s ability to publish to social networks versus its ability to listen to or monitor social media conversations.
The vast majority of SMMS platforms provide marketers with the ability to create customized social content for applications such as Facebook Pages, polls, or sweepstakes as well as to utilize pre-built application templates in which users drop in branding and specific promotional language. Some platforms allow users to design the template, lock certain content elements, and allow other elements to be customized by local or regional offices. Many platforms feature a centralized content library that allows users to pull pre-approved content pieces or assets for their specific campaigns or promotions.
Virtually every SMMS platform licenses its technology on a software-as-a-service (SaaS) basis; the technology is hosted by the vendor and customers log into a web-based dashboard to utilize the system. Customers license the use of the technology on a monthly basis although the majority of vendors require an annual contract to be signed.
Pricing varies among vendors in terms of whether the licensing fees are charged by the user or seat, by the social media channel or page, or by the location, brand or department (also called a subaccount by some vendors). As such, pricing can range from $25 per user per month to several hundreds of thousands of dollars per month, depending upon the scope of the enterprise’s social media marketing programs.