Jason Yormark

Social Media Monitoring & Engagement: One Size Does Not Fit All

I’m about 9 months into my role at Strategies 360 running their social mediasocial-media-monitor1[1] outfit, and we’ve just about hit critical mass where we are exploring and upgrading our social media tools around monitoring and engagement.  Up to this point, we’ve been able to manage without the enterprise level offerings such as Radian 6 and Sysomos, but times are a changin.

Over the past few weeks we’ve been demo’ing and researching a few different options, and it’s fairly overwhelming trying to make heads or tails on which solution might be our best fit.  One thing has definitely become certain however is that no matter what we choose, no solution currently exists that can provide the right value and set of tools that fit every client we manage.

Offerings like Radian6 and Sysomos are great, but they are overkill for smaller clients that do not have thousands of mentions per month.  To pay for those services for small to medium sized clients would be a waste of dollars.  My hope was that either of these services would have had more flexible pricing structures that would allow us to use one tool for all our clients, but it’s become pretty clear we’re going to have to use a variety of tools based on client needs and budgets.

This certainly makes it more challenging to have to manage from a logistical point of view, but it may be unavoidable with where these tools are at in their lifecycles.  I would imagine it requires a fairly substantial investment in infrastructure to mine that much data and be able to provide it in real time.

More to come as our team grows and we experience a variety of learnings along the way.  Would love to hear from any of you around what solutions you have found successful.

Jason Yormark
I'm a 20 year veteran of digital marketing & the owner and founder of Socialistics, a social media agency based in Seattle. My spare time is filled with writing, baseball, my boys and everything Seattle has to offer.

12 comments

  1. Jason Hi, post is straight to the point and i tend to agree with you. On another note did you check out @traackr and @peoplebrowsr <— using them myself and they have real time data and is great. 

  2. Jason, question for you:  What do you think is the sweet spot for pricing for the small to medium market segment?  The reason I ask it that my co. is building a platform to specifically address the needs of that type of customer and right pricing it for that segment is keeping us up at night.  Any thoughts you might have would be greatly appreciated.

    1. Great question Robert. Hard to say, but somewhere in the $50-$150/month range I think would make sense.  I guess what I’d ideally like to see is something like a Radian6 offering, but the flexibility to use the platform with smaller clients as well.

  3. Jason – you are correct, not one platform can fit
    every client, especially those that do not have a significant volume of
    conversation about them online.  As you will know Social Media Monitoring
    goes beyond a brand mention, competitors, industry, point of need conversations
    (sales leads) all exist in abundance, this typically increases the volume of
    useful and relevant conversations for a smaller company.

     

    I do have a slight bias to Radian6 as a
    previous Co-Founder of 6Consulting, we were the UK partner subsequently acquired
    by them.  That being said other tools
    exist at the more economical end of the spectrum that do a great job for
    smaller clients.

    1. Well we’ve definitely been impressed with Radian6 and certainly plan to integrate them into our agency, but yes, we’ll have to find a secondary offering as well for smaller clients.

  4. Jason, 

    You should check out EvoApp, we may be able to help you find what you’re looking for. We have everything from white labeling a basic monitoring product (fully resell-able) to full scale enterprise business intelligence suites. Our flexible platform as a service can be customized to particular requests and demands, based on clients’ individual needs. We also have marketing intelligence and customer service intelligence enterprise products that help businesses mine the data that’s important to them, deriving meaning, intelligence and ultimately, showing how everything impacts ones business. 

    Logistically, it’s quick to set up and takes no more than a day of training to use any of our products. They are straight forward, clean, easy-to-use, but powerful. Check us out at http://www.evoapp.com, or email me at [email protected] and I’ll set you up with anything you need to know or answer any questions you may have. 

    Cheers, 

    Sergei Dolukhanov
    @sdolukhanov (twitter)

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