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Top Reasons to Embrace the 'Suite' Life

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 to optimize social media campaigns with strategies for listening, measurement and refinement. Today we’ll learn how (and why) to find a complete social solution that sets you up for long term success. 

Everyone Has (Social Media Management) Needs

Social media use cases are as unique as the businesses that employ them. Depending on factors like industry vertical and maturity level, social media can take on various roles toward driving business goals.  Consider these examples from three very different brands:

  • Global telecom giant Vodafone uses social  to drive awareness and lead generation
  • Specialty UK retailer Mothercare builds strong relationships with customers on social channels
  • General Motors improves productivity across the company with social engagement

What these brands have in common, however, is they all use a comprehensive suite to manage their social media presence. A complete platform offers the flexibility and scale to meet the needs of a diverse customer base.

One Answer for Many Questions

Point solutions—smaller-scale tools with a singular focus—can work for a minor brand with a very specific use case. But if you plan to leverage social media as part of a broader strategy, you'll likely benefit from a suite of social tools that addresses multiple needs.

A mature system offers functionality and integrations to extend social across your business. For instance:

  • Embrace Social’s Shift to Service by using social media to engage with customers
  • Discover and nurture sales leads on social networks (like Mack Trucks)
  • Optimize marketing with consistent, personalized messaging across mobile, social, digital channels

The right technology enabler will streamline operations to tap the potential of social media. But when there is a software solution for every need, how does a brand find the right tool, or combination of tools, to satisfy as many requirements as possible?

Find the Right Fit 

  • Can I post, engage, listen and measure my social efforts with a single sign-on?
  • How many additional tools will I need to ‘complete’ this system?
  • How does your platform interact with my existing CRM, DMP and Marketing Automation?

Shopping for a platform that meets your current and future needs can be daunting, but the investment will save you countless hours of implementation, integration and usage audits that come with disparate vendor adoption.

Final Tips

  • Select a platform that fits your business as it exists today and offers functionality you can grow into.
  • Consider the potential for deploying social across other business units, geographical regions or brands before you lock into a tool.
  • Audit your internal users, teams and social channels to gauge the scale you'll need a tool to support. 

Join the discussion

Comments ( 1 )
  • Ben Kolp Wednesday, October 5, 2016
    Mack Trucks is really an interesting one as it shows how a B2B brand can leverage social as an indirect sales channel. Orca Social recently interviewed Macks' director of marketing Neil Tolbert in an Orca Social Chat availabl at bit.ly/OrcaMack.
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