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Social Media Managemement Systems Buyers Guide

Social Media Managemement Systems Buyers Guide

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Published by Nuno Fraga Coelho

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Published by: Nuno Fraga Coelho on Sep 26, 2012
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05/13/2014

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The demand for technology which makes social media easier to manage and implement
within organisations
continues to increase.
As the potential opportunities and risks of social media are more widely understood at a
senior level, more resources will be invested in proven technology and
platforms
.

– As social media moves beyond the responsibility of marketing and into other
organisational departments (such as customer service, sales and PR) the demand for SMM
systems will increase.
Businesses and agencies will continue to seek out the best technology to differentiate
themselves
from competitors.
SMMS can help with a range of business needs and objectives, including marketing
communications, customer acquisition, customer retention, cross-selling, up-selling and
conversion rate optimisation.
The popularity of the real-time web continues to accelerate, making it far easier for like-
minded consumers and customers to communicate with each other.
There is a far greater expectation among consumers that businesses should respond to
queries immediately.
Brands are expected to have at least some sort of social networking presence in order to
respond efficiently to the rapid spread of positive and negative sentiment.

Ensuring consistency of tone and brand will become more important.

Making sure that technology-driven safeguards and processes are put into place will be
paramount, especially for global enterprises.
The best platforms can be easily integrated with existing structures, software and
processes that are unique to individual businesses, as well as any third-party technology or
platforms that they might be using.
The prevalence of open standards means that applications can be integrated with other
types of software (e.g. CRM databases) much more easily than was possible in the past.
A new generation of SMMS means that multichannel companies can effectively
integrate
online with other channels.
Platforms are typically low maintenance for clients, reducing or eliminating the need for IT
expertise in-house.
Although the marketplace is currently small is size and reasonably fragmented, businesses
have an excellent range of technology options to choose from
, depending on
whether they are SMEs / SMBs or Enterprise businesses, and whether they want in-house
software or hosted technology.
Ongoing technological developments will result in improved functionality as the social
media environment continues to evolve.

Social Media Management Systems Buyer’s Guide 2011

Page 18

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage
and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

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