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Eight Tools to Help You Manage Social Media Content Overload

by Clay McDaniel  |  
September 7, 2010

To promote their businesses, marketers have rushed to embrace Facebook, Twitter, blogs, customer ratings and reviews, and other social media platforms—inviting consumers to comment on their products and services across the Web.

But now that marketers have those social programs in place, they are facing an unexpected consequence: content overload. The posts, comments, tweets, videos, and other content your customers are creating about your product and services may feel like a tsunami.

Managing the flow of user-generated content (UGC)—as well as finding practical ways to participate as a brand marketer in those customer conversations and integrating customer feedback into your larger marketing programs—is challenging. Many marketers feel overwhelmed by how to moderate the flow of UGC and respond to it.

The good news is that several social media content-management systems (CMSes) are available that allow marketers to not only manage the distribution and placement of the online content about their brands but also analyze and leverage that content to build their businesses.

Such tools allow brands to manage both reactive (user-generated) and proactive (advertiser-created) social media content, and get a high-level look at how the viewing, creation, and sharing of that content affects branding and sales.

Just as media-planning and media-buying tools such as Atlas and DART created the dramatic increases in scale for paid search and display advertising, today's emerging "social CMS" tools are making social media a more measurable and effective advertising channel.

Before I give you an overview of the best social CMS tools on the market, let's investigate exactly what those tools offer.


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Clay McDaniel is principal and cofounder of social-media marketing agency Spring Creek Group (

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  • by Meg@Syncapse Tue Sep 7, 2010 via web

    Hi Clay,

    Great points about the need for Social CMS tools that allow community managers to increase efficiency. To add to your list, SocialTALK is an enterprise-level social media management platform for brand marketers and agencies. SocialTALK is one of the few tools with advanced workflow and governance features, combined with the ability to identify influencers and participate in conversations from within the CMS tool.

    Happy to answer any questions about SocialTALK :)


  • by Joe Ciarallo Tue Sep 7, 2010 via web

    Hi Clay,

    Thanks for including Buddy Media. From my days as a reporter, I know how hard these lists can be to compile, and to really track who offers what and how it will help brands and agencies. Nice work!


  • by Zack Pike Tue Sep 7, 2010 via web

    Clay - Great article. I really enjoy hearing about new tools to help make social media management easier... The only problem we have now is that there are too many tools out there. ;-)

    I've used HootSuite for my own social media for a long time and recently implemented it at a Fortune 200 company. We'll see how it goes long-term but so far it's been a big time and effort savings.

    There are a few in your list I hadn't heard of so I'll be sure to check them out.

    Zack Pike

  • by James Young Tue Sep 7, 2010 via web

    Hi Clay,

    Thanks so much for including Spredfast in the list. I feel like you've really understood some of the pain points we aim to solve for marketers. If you ever have product feedback for us re: how Spredfast can meet these needs better, please let me know.

  • by Amita Paul Tue Sep 7, 2010 via web

    Clay - Thank you for publishing this list. It puts across some of the best solutions out there for social media content management / analytics and marketing.

    Look forward to more resources from you in future!

  • by Scott Markman Tue Sep 7, 2010 via web


    Thanks for mentioning Ripple6. Please let us know if you have any questions.


  • by L. de la Cruz Wed Sep 8, 2010 via web

    These tools can really help, but the team utilizing them makes the difference. Here at Media Logic, we offer our clients Zeitgeist and Coffee (, a solution that encompasses all aspects of social media marketing, from the initial landscape sweep to conversation monitoring, managing, and posting.

  • by Nick Fri Sep 10, 2010 via web

    All the companies on this are great, but I would have loved to see some description of the different niches they serve. Engage121 for instance was designed specifically for nationally branded organizations with an independent, local sales force such as franchises and insurance agencies.

    In a marketplace with over 150 different social CMS providers, I think niche specialization is going to become increasingly important and valuable.

    Feel free to ping me with questions...


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