I’ve been thinking a lot lately about the value of social media monitoring tools in brand and marketing campaign management. Having now demoed a number of social media monitoring solutions, I’ve realized that while there are a lot of great tools out there, there is still a lot of opportunity for product improvement – especially around mobilization and social media response.
One of the main deficiencies I’ve seen in so many of these tools is that it is difficult (or impossible) to respond to conversations people are having about your brand from within the social media monitoring dashboard. I’ve not seen a tool that both allows you to simultaneously see conversations across multiple social networks AND also react to those conversations by posting photos, status updates, etc. across one or more social networks at the same time. Imagine how much time you could save if you could disseminate the same video, photo, or status update across Facebook, YouTube, MySpace, and Twitter – simultaneously. Sure, there are plenty of times when you’ll want to differentiate your message across social networks, but being able to simultaneously upload multiple collateral across social networks would be really useful at times – especially around specific events or promotions.
This brings me to a related thought, which is that social media monitoring should be possible from anywhere – not just from a desk. And, yet, none of the social media monitoring tools I’ve seen have a decent mobile interface. If you’re a public-facing executive, marketer, or PR professional with multiple social profiles and you travel regularly, you should be able to see what people are saying about your brand in real-time, regardless of where you are. You should also be able to respond to conversations and post pictures and videos of your adventures across multiple sites from your mobile phone, without having to manually log on to the WAP sites for multiple social networks. Every social media monitoring tool worth paying for should provide a mobile interface that allows users not only to read what people are saying about their brand online but respond to it- be it on a specific social network or across multiple social networks simultaneously. Besides being hugely useful, adding a mobile interface to social media monitoring tools, could provide social media monitoring tools vendors with a great source of additional subscription revenue.
It struck me recently that ShoZu might be able to help social media monitoring companies that don’t have a mobile or 2-way interaction interface. ShoZu is one of my consulting clients, and it makes an award-winning social media aggregation tool that facilitates two-way interaction (upload and download) with multiple social networks at the same time from your mobile phone, computer desktop, or the web. In the year and half that I’ve done business development for ShoZu, no one has approached me to leverage this technology for social media monitoring. And, yet, it seems to me to be an ideal way for social media monitoring vendors to deliver cross-platform publishing and mobile capabilities to its users. I’m curious to hear your thoughts on this idea.
I’d also like to hear your thoughts on where social media monitoring tools can be improved and get your insight any social media monitoring tools I’ve missed that both:
- have a robust mobile interface and
- allow users to simultaneously post photos, videos, and status updates across multiple social networks.