Member Challenge
- The proliferation of social media networks, customer data, and use cases has made ad hoc social media management challenging.
- Many organizations struggle with shadow IT when it comes to technology enablement for social media; SMMP fragmentation leads to increased costs and no uniformity in enterprise social media management capabilities.
Our Advice
Critical Insight
- SMMP selection must be driven by your overall customer experience management strategy; link your SMMP selection to your organization’s CXM framework.
- Shadow IT will dominate if IT does not step in. Even more so than other areas, SMMP selection is rife with shadow IT.
- Ensure strong points of integration between SMMP and other software such as CRM. SMMPs can contribute to a unified, 360-degree customer view.
Impact and Result
- The value proposition of SMMPs revolves around enhancing the effectiveness and efficiency of social media. Using an SMMP to manage social media is considerably more cost effective than ad hoc (manual) management.
- IT must partner with other departments (e.g. Marketing) to successfully evaluate, select, and implement an SMMP. Before selecting an SMMP, the organization must have a solid overall strategy for leveraging social media in place. If IT does not work as a trusted advisor to the business, shadow IT in social media management will be rampant.
Research & Tools
Start here – read the Executive Brief
Read our concise Executive Brief to find out why you should implement an SMMP, review Info-Tech’s methodology, and understand the four ways we can support you in completing this project.
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Select and Implement a Social Media Management Platform – Executive Brief
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Select and Implement a Social Media Management Platform – Sample
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Select and Implement a Social Media Management Platform – Phases 1-3
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1. Develop a technology enablement approach
Conduct a maturity assessment to determine whether a dedicated SMMP is right for your organization.
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Select and Implement a Social Media Management Platform – Phase 1: Develop a Technology Enablement Approach for Social Media
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Social Media Maturity Assessment Tool
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Social Media Opportunity Assessment Tool
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SMMP Use-Case Fit Assessment Tool
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2. Select an SMMP
Use the Vendor Landscape findings and project guidance to develop requirements for your SMMP RFP, and evaluate and shortlist vendors based on your expressed requirements.
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Select and Implement a Social Media Management Platform – Phase 2: Select an SMMP
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SMMP Vendor Shortlist & Detailed Feature Analysis Tool
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SMMP Vendor Demo Script
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SMMP RFP Template
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SMMP RFP Evaluation and Scoring Tool
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Vendor Response Template
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3. Review implementation considerations
Even a solution that is a perfect fit for an organization will fail to generate value if it is not properly implemented or measured. Conduct the necessary planning before implementing your SMMP.
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Select and Implement a Social Media Management Platform – Phase 3: Review Implementation Considerations
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Social Media Steering Committee Charter Template
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Testimonials
Good snapshot of tools, narrowing down list of considerations and focus on our use cases, plus ability to review tangential information across the web analytics/seo track as well.