As we have discussed before, Social Media Monitoring & Intelligence (SMMI) tools form an important part of any digital marketer's toolkit. Social Media Monitoring & Intelligence tools monitor the social web. The scope of what they end up capturing varies among them, but typically includes parts of Facebook, LinkedIn, Twitter, and major blogging platforms, among others. These tools essentially help you answer questions like:
As with all of our coverage areas, you can find numerous tools in this category. Each of them differs in terms of depth and breadth of functionality as well as which busines scenarios they target. In our recently released Digital Marketing Technology research, we evaluate these offerings based on three main scenarios or use cases.
Understanding of these scenarios can help you identify the best "fit" for your needs. The three scenarios are:
Social Media Monitoring: This is the most common and typically simplest scenario. This scenario really provides the basis for other more complex scenarios and in some sense is pre-requisite for this category of tools. Usually, you define certain keywords and then monitor social media sources for conversations mentioning those keywords. In most cases, you know what kind of information you are looking at. You also don’t require too much deeper analysis other than what's provided in basic reports.
Social Media Intelligence: The goal of Social Media Intelligence is to infer some meaning from social posts and conversations. You can perform deeper levels of analysis, sometimes using sophisticated text analytics. Tools that target this scenario typically provide better and more customizable reporting servcies. Their sophistication makes those tools more platform-like.
Social Customer Support and Engagement: Many use cases require you to engage directly with people in social networks. You also want to track influencers and fans. Key capabilities required here include integration with several 3rd party products to pull out publicly available information about people. This scenario also presupposes capabilities for reporting and tracking engagement related history, usually via some dashboard. Workflow and CRM integration also become very important when you attempt this at any scale.
The most important point I want to make is that no single vendor excels at all three scenarios. Understanding the differences among them (and your own priorities) will allow you to clarify the strengths and weaknesses of individual offerings. In our evaluations, we scrutinize Attensity, Attentio, Oracle Collective Intellect, Salesforce.com Radian6, SDL SM2, Sysomos, and Visible Technologies and compare them head to head in terms of their support for these scenarios -- as well as other functional features.
Learn the real strengths and weaknesses of major DMT vendors from around the world, in our Digital Marketing Technology evaluation research stream.
Tags: Digital Marketing Technology, Marketplace at Large, Selecting Technology, Social Media Marketing & Monitoring, Software-as-a-Service, Attensity, Attentio, Collective Intellect, Radian6, SM2, Sysomos, Visible Intelligence
"I was really excited to preview RSG's Digital Marketing Technology evaluations. It's great to have a resource that explains what vendors really do, rather than what they say they do."
Gino Bona, Digital Marketing Consultant
Get the Real Story bi-weekly.
USA & Canada
+1 800 325 6190
+44 (0) 20 3318 1911
+1 617 340 6464
All Other Inquiries
All analyst firms claim to be independent or vendor-neutral. We're different.
Get the real story on commercial and open source tools from a firm that works only for you, the technology customer.
Thank you for signing up for The Real Story Group Newsletter. You will receive our monthly newsletter, plus updates with new information on the technology streams you have expressed interest in below.