Companies have long hoped social media would give them a new way to connect with their customers. Today, brands pursuing that promise focus almost exclusively on big social networks like Facebook and Twitter, and prioritize customer engagement above all else.
So why aren’t brands able to realize the promise of social marketing?
Mainly, because the technology partners have not provided the functionality needed to go beyond what the big social networks offer and enable rich, dynamic and interactive relationships with customers.
Most social relationship tools aren’t quite doing their jobs. Learn what tools, features and expertise you need to succeed with social customer relationships.
Successful social relationship tools must power both social marketing and social customer service, and be usable enough that social media managers actually want to use them. Learn more about must-have capabilities in this report.
Successful social relationship tools must recommend both general topics and specific pieces of content and then auto-schedule brand posts for the exact moment they’re likely to drive the greatest reach. These features will save social media managers literally hours each day.
Successful social relationship tools must help brands both measure and optimize their social programs the same way companies have long measured and optimized search, email, and other proven digital channels.
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