Thursday, October 18th, 2018 | 5 min read
The world of social media management software (SMMS) is in flux. As large brands harness social to facilitate great customer experiences, well-known SMMS players are merging rapidly in hopes of positioning themselves as comprehensive social suites.
But while combining two SMMS providers may, at first glance, appear to offer more robust social data access, simply bringing two companies together doesn’t necessarily generate a complete social suite, which can (and should) comprise everything from social listening platforms, to social ad tech, to word-of-mouth marketing platforms.
And, considering that today’s SMMS users largely agree that it’s more effective to buy social tools from the same vendor, offering a comprehensive social suite is more crucial than ever.
In this new world, consistency and accessibility are key. As eMarketer notes, “In a July 2018 survey of 800 brand and agency marketers worldwide conducted by Warc, agency respondents said that their lack of understanding of available technologies is the biggest impediment to greater investment in marketing tech.”
The same Warc study points out that among those agencies, 30% see “inadequate technology integration” as a “main barrier” to marketing technology investment and use.
The implication is clear: When two SMMS platforms become one, the new organization may have increased capacity, but also a lack of clarity when it comes to how it actually functions. And when companies are confused by a technology – especially one as important as SMMS – odds are they won’t invest in it, much less use it to its full potential.
Regardless of industry, mergers are rife with potential risks. In the SMMS world in particular, a combination of two platforms can cause serious headaches for large brands that must hear and reach their customers at the speed of social.
When a company’s SMMS provider merges with another, then that company will likely have to work with a new group of contacts on the SMMS side – a logistical hurdle at best, and a major hassle at worse. Then there’s the matter of contract changes, a nearly inevitable byproduct of combining two separate SMMS platforms.
The overall result is a slowdown in productivity and innovation, all as social plays an increasingly important role in the day-to-day operations of large brands.
Indeed, as history has shown, a seemingly simple 1+1 combination takes a long time to form a comprehensive holistic new entity. Countless brands have endured disjointed (and even desperate) experiences despite vendor promises of swift integrations and increased efficiencies.
SMMS providers should aim for simplicity without being simplistic, and accessibility without limiting their scope. I’m happy to report that Sprinklr checks those boxes and more – just ask our customers.
G2 Crowd data found that in August 2018 alone, 57 companies switched to Sprinklr from other providers. The #1 reason they switched to the world’s #1 Social Suite? The “need for an all-in-one solution that provides a 360-degree view of their customers.” Many large companies also cited Sprinklr’s strong “functionality” as their reason for switching.
Having been named a Leader – the highest possible designation – in four recent Forrester Waves, Sprinklr is the most inclusive SMMS option for large brands today. We support 26 social channels globally (more than double other SMMS providers), and, unlike our competitors, we are a truly unified, integrated Social Suite.
It’s not just customers who have taken note. In a recent article analyzing the social listening landscape (with a focus on the many recent mergers), Digiday stated that Sprinklr “is arguably the strongest [platform].”
We’ve led the SMMS industry for years, and in doing so, we’ve built a track record of consistency and reliability for our customers. Unlike other SMMS providers that require complicated integrations due to mergers, all of Sprinklr’s insights are accessible and actionable through one dashboard – making it easier to track social conversations and reach customers (and potential customers) in real-time, at scale.
And while we’ve acquired many smaller companies over the past nine years, we’ve rebuilt intellectual capital on our common architecture and user interface, thus avoiding the “franken-cloud” approach of stitching together disparate products in a way that makes for a fragmented, frustrating user experience.
Social media is swiftly becoming the playing field for telling a brand’s story and engaging with modern, digital-savvy customers. Today, brands must have a single, comprehensive Social Suite that they can harness – quickly, and without confusion.
Take a tour of Sprinklr today, and learn how it can help your company serve, know and grow its customers.
Ce site web utilise des cookies pour vous vous assurer une expérience de navigation optimale.OK En Savoir Plus
Diese Internetseite verwendet Cookies, damit Sie die Funktionen der Website optimal nutzen können.OK Weitere Informationen finden Sie hier
Este sitio web usa cookies para asegurarnos que usted reciba la mejor experiencia en nuestro sitio web.OK Aprenda más