Buyers Guide: A Strategy for Managing Social Media Proliferation (Altimeter Report)

Get account control now –or risk a career of continual social media sanitation. To match the growing consumer adoption of social media, many companies have launched social media efforts with little planning. As social media spreads beyond corporate communications and marketing, business groups are deploying social media without a standardized process. In fact, enterprise class corporations (those with over 1,000 employees) have an average of 178 social media accounts and this number will only grow if left unchecked. Companies that don’t control these accounts are at risk of having abandoned accounts, lack of consistent experience, or untrained employees creating a crisis.

Join Altimeter’s webinar to discuss this report.
We’ll cover the market trends, industry problems, provide new data not in this report, give insight to the future of this growing space. We’ll also be featuring case studies of success of how top brands are showing success, please submit case studies for review. Register for the webinar on Feb 7th, 2011, and we’ll dive in deeper.

This report puts companies in control based on business needs.
Buyers are confused by the number of vendors claiming similar offerings, and as a result spend months making decisions on who to short list. To fast forward the industry, this report serves to accelerate the process, this report contains the following elements:

  1. A Thorough Methodology: including 71 interviews, a survey to 144 buyers, a survey to 27 vendors, and analysis from a dedicated research team. Read page 4 for more details
  2. Five Business Use Cases: Based on interviews with buyers, we sought to find out their needs, rather than focus on software features.
  3. Altimeter Radar: a decision-making matrix that will help buyers to determine which vendors are best for them.
  4. Pragmatic Guide: At the end of the report, we feature 11 steps with examples and pitfalls to avoid guide all buyers must complete.
  5. A resource checklist: buyers should use to ensure that they make the best decision with regard to their social media.

Above is the full report, feel free to read, download and share.

This is just the start of this growing space.
We coined the Social Media Management Systems market and started the first industry list in March, 2010 (read all the posts on this topic). Over the past few quarters, we worked closely with Altimeter Research’s Andrew Jones, and we’ve compiled over 13,000 pieces of data about vendors and what buyers need, case studies, and dozens of interview notes. Our experience helping 3 global companies make decisions on these SMMS vendors has helped us to realize the struggle the entire industry is going to have when it comes to keeping track of this fast-moving space. This report, which is a snapshot in time, documents the industry, and we’ll continue to publish changes in this space over the coming years.


Five Use Cases for Social Media Management
Above Graphic: First, Align by the Five Use Cases for Social Media Management.

Altimeter Radar:  Choose The Right Social Media Management Systems based on Business Needs
Above Graphic: Then, Choose The Right Social Media Management Systems based on Business Needs.

Open Research: Use it, share it, and we’ll publish more.
While there are many types of decision-making reports on the market, this one is unique for the following reasons: 1) We realize that one size does not fit all and we do not lump all vendors into one diagram; instead we segment by use case to show different capabilities, 2) Rather than focusing on enterprise class only, we include those that can serve medium-size companies, as this space is dynamically changing, 3) We publish under Open Research so it can be read by all, rather than sold by subscription, and 4) We disclose our client relationships, including vendors that are clients that were in this report, so you have the utmost confidence in our recommendations.

During the editing process, we pulled out pages and pages of content in the editing process, so expect many future blog posts, webinars, and speeches to continue this discussion.


Related Resources
In the following section, we cross-link to thoughtful reviews of the research report. We look forward to comments from those in the community.

Related Research

I’m capturing many of the reviews and related discussions on my career blog at web strategy.

Comments

  1. Note to all SmmS Solution providers (and aspirants) – please make sure to include the following in your solution if you want to become a dominant player: Channel stacking / social attribution integration with Web Analytics providers + Promotion / MarCom / Platforms integration with Facebook & Twitter (and any other social account) + Enterprise engagement & sCRM (integrate with existing CRM and call center) + Strategic Listening solution or integration with one that also has significant text analytics / NLP capabilities…

    Oh, and don’t forget about the BI folks…

    ~b

Trackbacks

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  2. [...] increasingly connected consumer. The Altimeter Group reports that companies have an average of 178 corporate-owned social accounts. But what about all of those unauthorized accounts started by enthusiastic early-adopters eager to [...]

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  5. [...] trust gap with customers, but also engage employees. A large majority of employee respondents to BRANDfog’s 2012 CEO, Social Media & Leadership Survey believe that CEOs can use social media channels to build better connections with customers (89%) [...]