It has become increasingly important for enterprises, irrespective of size, to have a strong social media presence across various platforms – and a modern social media monitoring solution to help manage the effort.
Effective social media marketing helps customers connect with a brand on a personal level and increases brand loyalty and customer retention. Advertising on social media is a cost-effective way to distribute content and promote business. Popular social networks like Facebook, LinkedIn and Instagram provide effective content distribution options for target markets. Marketers also can customize content based on their customers’ location, gender, age, interests, behaviors, job title and other personal factors. And they can track and measure content performance in real time.
An effective social media management strategy ensures strong brand presence on leading platforms and can help a business grow its customer base and improve sales. Social media management and similar solutions available today (which are examined in an upcoming ISG Provider Lens report) help organizations set, execute and manage their social media strategies. For example, HP partnered its support community with leading social media management solution Lithium to deepen customer engagement and improve response and resolution rates. The Lithium solution empowered HP customer service agents to effectively and efficiently engage with customers over social media channels. The program led to a significant year-over-year increase in registered users, reduced first response time and improved first contact resolution time.
Most organizations have a dedicated employee or social media or digital marketing team that manages their social networks. Leading marketing teams use social media management solutions like Lithium, Hootsuite, Spredfast, Falcon.io to manage both outbound and incoming communications. These solutions can monitor and “listen” to the target audience and devise an action plan for publishing content, responding to followers and assimilating information provided by interactions.
Modern social media management solutions perform several major functions:
Substantial social media activity occurs on mobile devices, and leading social media management solutions can help develop marketing strategies that are compatible with mobility. Social media management solutions help enterprises achieve faster response time and 24/7 support to provide a rich customer experience. Social media activities can build brand awareness and eventually lead to increased web traffic and more loyal customers. If done the right way, social media marketing can be more effective than other, costlier advertising options and can generate a higher ROI. ISG considers social media management a key element in social business collaboration. An upcoming ISG Provider Lens study will look at leading solution vendors in this space.