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Social Media Marketing Tools – Putting Your Finger on the Pulse of the Web
Copyright (c) 2011-2023 Enzo F. Cesario
Time makes a mockery of most predictions. Once derided as the tools and hobbies of hopeless shut-ins and intellectual ivory tower sorts, social media sites such as PayPal, Facebook and LinkedIn have become the home of an entirely new, powerhouse economy. Where hundreds of years of war and diplomacy have failed, social media marketing has succeeded in bringing people around the globe together in the pursuit of common interests and open markets. Social media marketing is the home of successful brand promotion, and finding the right mix of tools to take advantage of it has become the defining issue of the modern brand.
When people refer to SMM tools, they are discussing a host of applications and programs that allow real-time and long-term feedback on the performance of their social networks. This kind of information goes beyond the purely mechanistic approach of SEO and website performance, moving into the realm of genuine social engineering. Social media tools can track the number of times a brand is being mentioned across each network, compare traffic between networks, determine where the buzz is starting and which path it took to get from, say, Digg to Facebook. Knowing the focus of each of these tools and the best way to use them is the key to bringing all this power under control and using it to help promote a brand to its full potential.
TweetDeck
TweetDeck is an excellent platform for brands to manage social networks. A simple, efficient, all-in-one approach makes TweetDeck very useful for getting updates out quickly to a number of locations. TweetDeck supports Facebook, Twitter, MySpace, GoogleBuzz, LinkedIn and Foursquare, giving a user easy access to all of the major networks. Users can send out status updates to any or all of these at once, allowing unified messages to be spread in a single step, without the potential to forget one. However, it does have its limitations. Very heavy traffic to multiple accounts can slow down its efficiency, making it more of a startup and middleweight tool than a long-term solution.
HootSuite
Similar to TweetDeck in that it is targeted toward smaller businesses, HootSuite is an alternative tool that allows for several levels of customization. For starters, the basic package is completely free, and will support five networks of the user's choosing. Currently available platforms include Twitter, WordPress, LinkedIn, MySpace, FourSquare, Facebook and PingFm. Upgrading to paid subscriptions allows additional networks to be included.
HootSuite really shines because it offers steady "streams" of information about each of the user's networks, allowing the aforementioned real-time monitoring of web traffic. If a particular network is flagging or performing particularly well, it will be brought to the manager's attention. Further, HootSuite provides user bios and links to various users' social networking profiles, allowing a brand to tailor its content to the needs of the market more efficiently. The information is a bit limited in the default package, but even upgrading to the $5.99 a month subscription brings a great deal more detail to hand.
Engage121
For larger businesses looking to make their mark in the social networking world, Engage121 offers a number of more powerful options. This is a program for professional social networking managers, because it is entirely customizable to the exact needs of a business. One of its touted features, for example, is the ability of a local office to examine, modify and approve messages from the central branch. In this vein, a generic message can be sent out about company directives, while allowing each branch to add or delete content based on the relevance it has to their own particular mission. Thus a large clothing chain won't waste time sending out messages about their new swimwear line to their regional users in Alaska.
However, it has to be stressed once again that Engage 121 is not a tool for beginners. The sheer number of options can be daunting to put in the hands of an inexperienced manager. It's best to offer it to someone with a great deal of skill under his or her hat who can offer a specific plan of attack for using this tool.
General Thoughts
As a more broad consideration, there's no reason to limit oneself to any one of these applications, or indeed any of their competitors. A sound SMM strategy might, in fact, use several programs at once, either to get multiple sources of information or to test out which works best for a given company's needs. Then as the brand grows and needs increase, the manager can move up to more robust software and applications that better service the needs of the company.
Above all, remember the axiom that these tools are based on the need to promote communication between brand and audience. They are not meant to reduce the users of the network to data that can be analyzed and directed — these are people with their own minds and agendas, who will respond in kind if they feel slighted or taken advantage of. Instead, they should be used as a way to get information about what people want to talk about and to build a brand's reputation.
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Top-Level Category: Business Online Articles
10 Most Recent Articles Written by Enzo F. Cesario
Leveraging the Social in Social Media
Written by: Enzo F. Cesario |
Distributed: 2011-09-21 |
Word Count: 907 |
Page Views: 6188
| Votes: 7 |
Rating: 1.14
Social media marketing is about the conversation, not the
pitch. Having conversations with people is nice, but the
goal of a brand is ultimately to get people interested in
spending their time or money on the brand, after all. What
does having this conversation accomplish, and just how does
a brand use that conversation to get the critical conversion
from conversation to customers?
Blog Writing - Finding the Right Person
Written by: Enzo F. Cesario |
Distributed: 2011-09-21 |
Word Count: 884 |
Page Views: 6707
| Votes: 5 |
Rating: 0.80
There are a host of articles and sites covering advice on
how to address various topics, but one area that doesn't
get a lot of attention is what "person" to write the blog
in. Each linguistic person has its own strengths and
weaknesses, depending on the message that needs to be
covered. Ultimately, most will simply write in whatever
person is most natural to them, but there is some merit in
taking a bit of time to think about the implications,
advantages and disadvantages of each.
That First Impression: Title Considerations
Written by: Enzo F. Cesario |
Distributed: 2011-09-19 |
Word Count: 860 |
Page Views: 6103
| Votes: 5 |
Rating: 0.60
While it certainly isn't as much work as crafting the body
of a superior article, selecting a title for a piece is
definitely an important element of the entire process of
content creation. Here are some thoughts on crafting a
perfect title.
Dynamic Content: Using Analytics to Write Your Blog
Written by: Enzo F. Cesario |
Distributed: 2011-09-16 |
Word Count: 873 |
Page Views: 6148
| Votes: 5 |
Rating: 0.60
The role of web analytics in setting useful metrics for a
site has been discussed in-depth in any number of places,
but this is far from the only useful function that web
analytic practices can offer. As in any field, a little
thinking outside the box can offer extensive rewards to the
creative researcher. Perhaps most usefully, creative
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Trans-tangental: The Value of Off-topic Blogging Posts
Written by: Enzo F. Cesario |
Distributed: 2011-09-12 |
Word Count: 863 |
Page Views: 6374
| Votes: 6 |
Rating: 0.33
Brand-oriented blogs by necessity have to focus on a
particular topic. People are coming to the blog because of
the brand, and they want content related to the brand in
most cases. However, there are many very good reasons to go
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needs of on-topic commentary with the occasional bit of
off-the-wall entertainment that brings some lively
discussion with it.
Press Preferences - Blogging Software Explained
Written by: Enzo F. Cesario |
Distributed: 2011-09-08 |
Word Count: 881 |
Page Views: 5309
| Votes: 5 |
Rating: 0.40
Understanding a few of the more common blog creation
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Blog Writing - Ghostwriting Dos and Don'ts
Written by: Enzo F. Cesario |
Distributed: 2011-09-06 |
Word Count: 879 |
Page Views: 6133
| Votes: 6 |
Rating: 0.83
There are still some misconceptions about ghostwriting that
pop up from time to time. To that end, it can be helpful to
clarify the nature of ghostwriting and how it relates to
creating a high-quality blog, particularly through examples
of some of the best and worst practices that can pop up when
employing a ghostwriter.
Beyond Expectations - Getting the Most out of Like and Share
Written by: Enzo F. Cesario |
Distributed: 2011-09-02 |
Word Count: 860 |
Page Views: 5861
| Votes: 4 |
Rating: 0.25
What started as socialization programs only slightly more
complex than the average e-mail client has grown into one of
the newest and most promising marketing niches in the entire
world. Taking advantage of this means familiarizing oneself
with a few surprisingly simple concepts that have unusually
far-reaching implications. In particular, marketers are
finding that the "Like" and "Share" features on Facebook
have become the newest and best tool in the online marketing
arsenal.
Four Types of Blogs and How To Use Them
Written by: Enzo F. Cesario |
Distributed: 2011-08-31 |
Word Count: 930 |
Page Views: 629
Blogging clearly has arrived and is here to stay, according to
the buzzword-slinging set. It's the “next big thing” or the
“wave of the future” - even a “revolution.” Still, most of the
people commenting on the blogging trend aren't sure exactly what
it is, how it works or even what the different kinds of blogs
are. Here are a handful of blogging types and what sets them
apart from the others.
Once More, With Feeling: Producing Consistent, Quality Blog Content
Written by: Enzo F. Cesario |
Distributed: 2011-08-29 |
Word Count: 834 |
Page Views: 5931
| Votes: 5 |
Rating: 1.60
Quality is a key element in good blogging. If the material
isn't interesting, it isn't going to be read. Of course,
there are different standards of what is interesting. But
what is it that makes content quality? How does one get
those good ideas and, more importantly, convey them week
after week with a steady updating schedule?
All of Author's Articles on this site: Enzo F. Cesario Articles
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Written by: Bill Platt |
Distributed: 2013-08-27 |
Word Count: 1669 |
Page Views: 8289
| Votes: 18 |
Rating: 2.50
In article marketing, there are many factors that will
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Distributed: 2013-08-24 |
Word Count: 1149 |
Page Views: 9151
| Votes: 14 |
Rating: 1.86
Some people still believe that all they have to do is build
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Word Count: 439 |
Page Views: 10213
| Votes: 23 |
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Written by: Bill Platt |
Distributed: 2013-08-01 |
Word Count: 1399 |
Page Views: 6793
| Votes: 10 |
Rating: 1.80
Visit several marketing blogs or marketing forums, and you
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Top 10 Reasons Why Online Marketers Fail With Article Marketing
Written by: Bill Platt |
Distributed: 2013-07-31 |
Word Count: 1025 |
Page Views: 8086
| Votes: 13 |
Rating: 2.08
If you've been marketing products online for any length of
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Distributed: 2013-07-30 |
Word Count: 1229 |
Page Views: 6244
| Votes: 10 |
Rating: 1.40
The basic premise of article marketing is to present people
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Written by: Bill Platt |
Distributed: 2013-07-30 |
Word Count: 991 |
Page Views: 8671
| Votes: 14 |
Rating: 2.43
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Distributed: 2013-07-29 |
Word Count: 1373 |
Page Views: 6147
| Votes: 11 |
Rating: 1.45
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Distributed: 2013-07-29 |
Word Count: 1191 |
Page Views: 6176
| Votes: 11 |
Rating: 1.55
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Written by: Bruce Lansing |
Distributed: 2013-07-25 |
Word Count: 677 |
Page Views: 5874
| Votes: 11 |
Rating: 2.00
Many people suggest that you should write articles on the
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Word Count: 708 |
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| Votes: 17 |
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Distributed: 2006-10-10 |
Word Count: 536 |
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Word Count: 917 |
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Word Count: 593 |
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Written by: Rick Sloboda |
Distributed: 2007-07-27 |
Word Count: 472 |
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| Votes: 33 |
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Does your website show your customers lack of respect? Review the
following checklist to find out.
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