Social Media B2B

As the need for managing social media evolves, so too do the technologies that help you manage your accounts.  One of the most significant developments in managing social channels are Social Media Management Systems (SMMS). They are quickly becoming a required tool for B2B social media marketers.

A Social Media Management System allows social media teams to manage multiple social accounts from one application. Typically a SMMS will enable users to set roles and permissions, aggregate content, publish it, and manage and measure social media activity. As David Armano said, “Social Media Management Systems are un-sexy, but every large company will end up using them.”

On the content side, a SMMS will usually provide some level of workflow control, approval process and publishing to multiple channels at once or through scheduled posts. Having that level of control is key for large organizations as the ability to time posts across all channels allows marketers to deliver information in an organized fashion.

Once content is published, a SMMS will provide an aggregate overview of the social activity including views and comments. Managing comments or feedback can be handled through the SMMS in a team approach. This can ensure the response is handled by the appropriate person or department.

Determining success metrics across multiple social channels is currently a problem many marketers face. A SMMS may help alleviate this headache, as many tools provide some level of reporting or metrics across multiple channels.  Some also include trend reporting, which allow you to view performance over time, and some may include integration with web analytics packages for metrics and conversion tracking.

In the upcoming weeks, SocialMediaB2B will take a look at several Social Media Management Systems and provide an overview of how the top SMMS tools can help your B2B marketing efforts. If you are a developer of an SMMS application please leave us a comment so we can consider your system in our review. If you are a user of a Social Media Management System please let us know what you like (or dislike) about the application you currently use.

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