Using a social management platform: What you need to know
Is a social management tool right for your business? Columnist Justin Freid outlines the benefits and drawbacks of these tools so that you can make an informed decision.
Social has become a key component of most brands’ marketing and engagement strategies. As a result, there are quite a few complexities across listening, community engagement and advertising. With smaller brands, efforts across these tactics may all fall to one person, who may have difficulty managing it all. With larger brands, several people may share these responsibilities, making coordination more complex.
There is no doubt that tools can make social media management more efficient. But they also come at a cost — and across the board, pricing models differ based on the type of tool you are trying to utilize. The social management platform landscape is much more fragmented than the SEO tool and SEM management industries. With many social channels still developing their advertising platforms, the social management industry will continue to evolve and take shape.