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Struggle with Social (Media) Anxiety? Read This.

Whitney Durmick
Senior Product Manager

Key Questions to Ask a Social Vendor is a series written by Social Cloud Product Marketing Manager Whitney Durmick. Whitney has empowered hundreds of SRM customers to use social media effectively to drive tangible business results.

In our previous post, we discussed how a comprehensive social platform swivels to improve operations across unique business cases. Today we’ll continue to explore the benefits of a social suite, specifically how a complete platform improves social media efficiency, security and collaboration.

Efficiency.
While native social media seems easier in the short run (we’re all intimately familiar with Facebook and Twitter, after all), the method simply doesn’t scale. So as businesses manage broader social responsibilities, a system of centralized ownership makes sense.

A comprehensive social platform provides stronger oversight of social activities. Consider these operational benefits:

  • Diversified social saturation with publishing to multiple networks at once.
  • Simplified management of unique regional or product-focused pages.
  • User-specific permissions give stakeholders the right access to the right channels.

Before committing to a platform, ask if it offers user-based permissions, and make sure they cover the social networks you need. 

Security.
Is there anything more frightening than an untested employee (or intern!) with your Twitter password? In this age of devastating social media missteps, brands should be extra careful when offering access to their social media inner sanctum.

The right social platform will give managers executive control of what each user can see and do. While vetting tools to find the right fit for your business, ask how the platform delegates access across the user base. For example, do users need to have native admin access to carry out daily tasks like publishing or analysis within the platform?  

The answer should be a hard ‘no’. With a social suite, managers with admin rights to social channels will load their accounts into the platform, then distribute the appropriate level of access to new hires, interns, social leads, etc, sidestepping the need to share passwords. Then if someone leaves the company, managers won't need to frantically change passwords or delete native access from multiple social sites: they’ll just update the user’s status in the platform and get on with their day.

A unified solution also offers an audit trail to track user activity. Say a beautifully worded tweet goes viral or –uh oh—sensitive information is unintentionally shared. You could play detective to track down the original author to commend or apprehend them, or find the content in the platform, check the user who authored it, and close the case quickly.

Collaboration.

Since social media doesn’t live in a silo, delivering a social customer experience that aligns with company values requires teamwork. In-platform communication minimizes the need for disparate email chains, improves transparency and boosts productivity.

Examples of cross-functional social collaboration: 

  • A customer sends a DM asking for help with a billing issue. The Community Manager tags the message and routes it to a Customer Care agent for follow-up and resolution.
  • Compliance would like to approve all outgoing social content for a corporate event. Marketing submits the messaging through a designed workflow to Compliance, who reviews and approves or suggests necessary changes.  
  • While compiling social KPIs for a monthly report, a Consumer Insights analyst notices educational content performs better with the target audience than promotional posts. He adds a note to the analytics dashboard so the content team knows to focus on educational posts going forward.

Maintaining your online reputation is difficult but crucial, so find a solution that manages it while also enhancing efficiency, tightening security and encouraging collaboration.  

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