As social media matures, marketers increasingly want tools to automate their processes. 51 percent of top marketers want customer management software, and 45 percent want a website content management platform. A new report from VentureBeat provides analysis on which tools are working for a variety of businesses.
VentureBeat teamed up with Texifter to survey 1,133 social media managers across Facebook, Twitter, LinkedIn, Google+, and other emerging mobile social networks. Together they analyzed over 250,000 tweets and tracked 1,600 brands with the most followers and the most engagement in their use of social media.
Enterprise brands used tools like Oracle, Sprinklr, and Komfo — a large scale social media content management tools. Smaller companies preferred Meshfire and Hootsuite, and mid sized companies preferred Oktopost and Sendible. Perhaps a more interesting finding of the report, is that technique seems to be as important, if not more so, than tools.
According to VB analyst Steward Rogers:
Most surprising for me when it came to how big brands use Twitter was the big difference between the ‘high message volume’ users and the rest. The vast majority of those sending hundreds of tweets per day are engaging with their audience: answering questions, solving problems, and ‘being social.’ But when you look at the rest of the list, the majority use Twitter as a broadcast channel.
Despite the high engagement numbers, 70 percent of companies are still using Twitter to broadcast, rather than engage with customers and other users.
When it comes to which tools are overall most popular among individual social media marketers, Hootsuite was number one with more than 35 percent of managers using it. Buffer and Tweetdeck were next with around 15 percent. Most other tools, from Socialbakers to Spreadfast to Rignite are used by less than five percent of managers.
Readers: Which social media management tools are you using?
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