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6 social media management tools ready for the enterprise

John Brandon | Sept. 24, 2013
Social media is playing a growing role in corporate marketing campaigns. These six tools will help you launch, track and analyze campaigns across a variety of social media services -- including some you might not expect.

One key feature is the capability to link this activity. If a social media expert at your company finds someone talking about a brand name such as Taco John's in one area, the tool lets you track his activity and then offer a reward based on how he retweets that reward.

SocialCompass reports can show how all this social media pays off in terms of clicks on the actual reward links and how many people then share the link with friends.

UberVU: Easily Post to Multiple Platforms
UberVu is the most obvious equivalent to more consumer-driven tools such as TweetDeck, SproutSocial or HootSuite. It's intended to help social media teams post messages to multiple platforms. The tool works with the typical services such as Twitter and Facebook but also lets you manage posts for Reddit, YouTube, Google+ and even blog entries.

Because UberVU is intended for the enterprise, it includes features for larger teams. You can assign tasks and require approval before a post goes live, for example. This social media manager also lets you perform searches for a brand name to help with marketing activities and see a "conversation map" for all mentions and discussions.

When posting or replying, your teams can use the same posting interface for each connected social media platform. A smart scheduler helps your teams post during busy times of the day - posting in the morning about Nike, say, since that's when most people are posting about their morning jog. Teams can also find influencers based on their followers and real-time activity and then engage with them about the company brand.

Shoutlet: Post Faster Thanks to Built-in Content Library
Shoutlet is another high-end tool that helps social media teams post to networks. Like most enterprise-grade tools, this tool provides the typical post scheduling, team approvals, task assignments, and detailed reporting functionality you'd expect. But there are some key features that go beyond the basic toolset for managing social network streams.

One is a built-in content library. As teams post, they can quickly access an online repository of logos, photos or coupons. When a team member chooses an image, Shoutlet automatically determines whether that image will work on the selected social media platforms. The scheduler can hold a new post until a Facebook page has a certain number of likes, too.

As for reports, there are detailed views but also ways to generate summaries for executives that show just the relevant facts, such as new likes for one Facebook page.

Bottlenose Enterprise: Discover Trends, Compare Social Marketing Campaigns
Bottlenose, one of the most unique social media tools we've found for the enterprise, is more of a discovery tool to learn about brand sentiment and trends. It uses a unique "sonar" interface, where trending topics are shown in a real-time circular graph. A company such as Ford could use Bottlenose to search for the term "truck" and see, in an instant, which topics are trending. Critical discussions - "heavy-duty" or "F-150" - would be seen in a larger size or brighter color.

 

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