Managing your social media presence is an increasingly complex job. Advanced listening tools can process very large volumes of data, sift through the mentions that refer to the brand and analyze the tone of those mentions.
Clearly the most important factor in evaluating any product is how well it supports your use case, which comes down to three capabilities: social media "monitoring", measurement and management from one tool or a set of tools. Other factors matter when selecting the final solution, though:
- Ability to grow
- Governance
- Collaboration between team members
- Availability of a shared resource library
- Security and access management
- Mobility
- Integration with enterprise systems
- Ergonomics and ease of use
A great many tools and platforms exist on the market, as shown in the following figure:
Source: www.trustradius.com
We invite you to read a credible, detailed analysis on the subject at www.trustradius.com
1st choice: This analysis confirms our first recommendation, to go ahead with the Hootsuite Pro platform. You can find all the details on their website (https://hootsuite.com ).
The Pro version of Hootsuite, which is very affordable, covers a large share of the needs. Their SaaS version is hosted in Canada.
2nd choice: if the organization wants large enterprise solutions that cover a broad spectrum of features with an established name, then we would recommend "Salesforce exacttarget marketing cloud", which now includes Radian6 (monitoring and measurement) and BuddyMedia (management). More information on their website: http://www.salesforcemarketingcloud.com/
Radian6’s "monitoring" solution is designed to cover a broad listening spectrum across various territories and themes. It is the ideal tool for market research, competitive analysis, brand positioning and so on.
The solution is of course more expensive than the Hootsuite one, which is limited to your social platforms.
For reference,
- a Radian6 licence costs (starting at) $950 US/month for one theme;
- a BuddyMedia licence costs (starting at) $3750 US/month for managing 3 accounts.
Next: Social media for business: 5) Usage policies