Despite a decade of attempting to realize social marketing’s promise to help brands better connect with their customers, many brands are still struggling to do so.
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.
Read the whitepaper, The Social Marketing Paradox, to learn the three key attributes social relationship tools must deliver to foster real relationships with customers:
- Comprehensive and powerful for both marketing and customer service
- Proactive, data-driven advice on what and when to publish content
- Measurement and optimization of social programs
“Just 15% of CMOs say they can quantitatively show the impact of social media on their business.”— Source: CMO Survey
Delivering on Social Media’s Promise
Most social relationship tools aren’t quite doing their jobs. Learn what tools, features and expertise you need to succeed with social customer relationships.
Publishing and Response
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.
Proactive Content Advice
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.
Measurement and Optimization
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.
“There has been a steady increase in the average amount of time employees spend managing social media, from 10.9 hours per week in 2011 to 12.8 hours per week in 2015.”— Source: Social Media Examiner