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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.

The reporting features are also unique. Social media managers can see historical data around a brand and make comparisons between brands - seeing how many discussions were taking place between Ford and Chevy over the past few months, for example.

One key reason to use Bottlenose is to measure the effectiveness of a social media campaign. For example, when Acer hired Megan Fox to do an ad promoting a new laptop, it could have used Bottlenose to measure discussions on the brand or compare one marketing push against another, based on the timeframe and keywords.

Salesforce Marketing Cloud: Multiple Enterprise Social Platforms
One of the most powerful suites for managing enterprise social media is Salesforce Marketing Cloud. The tool includes Radian6, which helps companies analyze social media activity; Buddy Media, which is used to publish social media marketing materials; and the advertising platform, which helps teams create and manage large-scale social media rewards and coupons.

Radian6 is powerful because of how it connects with so many social channels - the typical Twitter, LinkedIn and Facebook feeds as well as blogs, community sites, video channels and even the forms and comments on other posts. You can search for sentiment around a brand such as FedEx and see how many people are discussing that brand or how many complaints follow a snafu (say, tossing a box over a guardrail). In fact, if you post a complaint now about FedEx on Twitter, there's a good chance someone's using Radian6 to find your issue and interact with you to resolve the issue.

Buddy Media, meanwhile, helps you publish an eye-catching marketing campaign through social media and drive people to a Facebook page so they "Like" it or share it with friends. It's almost like Adobe Photoshop for the Web; you use templates to create the marketing material, then publish and track the messaging for your company brand.


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