Wednesday, January 9th, 2019 | 4 min read
For many marketers, a reliable social media management system (SMMS) is the lifeblood of your operation. You may have the best talent and strategies available, but without the right tools to help you execute a vision, you’re left floundering.
Your SMMS is the reason you can manage multiple accounts, schedule posts, monitor incoming messages, analyze performance, and collaborate across departments – all on one platform. The scary thing is, if your SMMS goes down or malfunctions, your whole social marketing operation does, too.
That’s why we’re looking at five reasons why you need a stable and reliable SMMS.
Three million Facebook posts, 450,000 Tweets, and 66,000 Instagram posts. That’s the amount of social content generated every minute.
Social media is a 24/7 playing field. It never takes a break – and neither should your SMMS. You might have scheduled posts that run throughout the night, or just when you’re away from your platform. You might have customer care accounts that buyers rely on for help. You might have audiences across the world who you’re targeting at specific times.
Without your SMMS to back you up, you could be wasting your budget on misfired posts and leaving valuable customer interactions on the table.
Social media is the new frontier of customer care. Customers know that they can use social to instantly connect with friends and family. And they expect to do the same with brands. In fact, a whopping 80% of consumers use social to engage with companies, and 54% would rather use social than phone or email to connect with brands.
You just need to be there to meet them – and you need to do it fast. According to Twitter, 60% of users expect brands to respond within an hour and 67% said they’ve decided to purchase a product because of an interaction with a brand on social media.
Those customers probably won’t care if your SMMS has a glitch. They just want to be able to reach you and receive help in real time.
Audience behaviors can be nuanced and tricky to pinpoint. That’s why you need to collect as much data across platforms as possible. Your SMMS can do this for you, but if it’s unreliable, you risk having holes in your audience data. And inaccurate audience data leave you grasping for the right strategy.
Only with comprehensive insights at your fingertips can you accurately segment and target audiences, and deliver the most effective messaging possible.
The right SMMS doesn’t just keep your team connected; it keeps real-time data flowing between teams. This way, your organization can build a comprehensive view of each customer and whenever any team – sales, marketing, or customer care – interacts with someone, they have all the information they need to make to make the most informed decisions.
On the other hand, if you can’t rely on your SMMS to be always-on, that means your teams can’t function at full capacity, leaving employees unprepared and customers frustrated.
You should be able to run your marketing operation at the speed of social. That means responding to customers at a moment’s notice and launching campaigns based on real-time data. For example, if a new trending conversation emerges, you want to be able to join in. Or if an influencer starts an important conversation about a product, you want to be there to talk to help convert potential customers.
Anything slower, and you’ll get left behind.
That’s why your SMMS is so crucial to the function of your organization. It’s the engine in your car, the arc reactor in your Iron Man suit. If it’s not stable and reliable, you can’t save the world – or at least serve your customers properly, one social interaction at a time.
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