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.
Clay McDaniel is principal and cofounder of social-media marketing agency Spring Creek Group (www.springcreekgroup.com).