TrustRadius, a site where buyers can review enterprise software, today released The Buyers Guide for Social Media Management Software, which has been compiled from in-depth user reviews of 36 different vendors.
The information from real users allowed the TrustRadius team to clearly segment the different use cases for social media management software:
- Listening and sentiment analysis
- Social Selling
- Customer Care
Although many analysts and writers in the market continue to lump social media tools together, the more that the market matures the more companies realize that there is no way for one single tool to meet the needs of completely different operational units. The requirements for advanced social marketing, publishing and advertising are very different to the needs of a high performance social customer service operation.
The report says:
"Marketing and customer care departments have different needs, and best-of-breed products like Conversocial ... have highly specific functionality unique to the customer care use case. For example, Conversocial has a natural language processing engine that helps companies filter through the noise and respond faster to customer service issues. It looks at the syntax and structure of sentences to identify issues, and over time learns the type of issues that each individual customer responds to. These tools also tend to have very specific workflow capabilities allowing work queues to be set up by agent and/ or priority to allow high ticket volumes to be processed quickly and efficiently. Analytics too tend to be use-case specific allowing for things like tracking of SLAs and agent productivity, time of day volume analysis, and issue categorization."