The Secret to Social ROI Starts with Vendor Partnerships
Social media and the customer journey can no longer exist in separate silos. Through paid social, organic marketing, analytics, and customer care, social media marketing must instead touch consumers at every step of the customer journey.
Increasingly, the insights gathered from social marketing have begun to have a much greater impact on how the broader organization operates. It’s more important than ever that marketers understand the tools at their disposal thanks to social media—and that they understand how selecting the right vendor can and will support the goals of the entire organization.
Social media and the customer journey can no longer exist in separate silos.
This is why we’re thrilled to announce that Gartner recently named us a Representative Vendor in Gartner Market Guide for Social Marketing Management. A courtesy copy of the report can be found here.
We believe, social marketers should use this research to understand how broader social marketing trends impact their day-to-day roles. It also provides valuable insight into how social marketers should be thinking about their programs going into 2019 and how to ensure their technology investments support their goals.
According to Gartner, “Despite overall marketing expense budgets remaining flat, 62% of marketing leaders expect to increase spend on social marketing in 2019.” This is fantastic news for digital marketers, but we believe as social marketing budgets increase, so does the responsibility to deliver value against them. Choosing the right vendor is imperative as more pressure and opportunity are placed on and presented to digital marketing teams.
According to Gartner’s market definition, “Social marketing management (SMM) tools equip social marketing teams with the ability to orchestrate and manage various social marketing efforts within a single platform. These software solutions help marketing leaders analyze social data; develop, publish and promote content; identify and engage with their audience; and track the performance and impact of these communications.” (2) It also segments SMM vendors into two categories: marketing cloud solutions & social marketing suites.
To ensure you’re selecting the right vendor to support your key initiatives, Gartner recommends the following:
Develop a list of social marketing requirements across the business. Include marketing and advertising, commerce, data and analytics, customer care, sales, IT, and legal and compliance needs.
Select a social marketing management application that can evolve with the needs of the business. Nascent social marketers may have basic listening and publishing needs today but may need to expand to social advertising and customer care as social marketing capabilities mature in the future.
Utilize multichannel campaign management and CRM platforms to connect social media data across the organization in order to support customer experience initiatives.
As a combined organization, Spredfast + Lithium has created a powerful platform, which we believe are uniquely positioned to support these recommendations. The combination of Spredfast’s best-in-class social marketing platform with Lithium’s robust customer service capabilities will enable businesses to connect social insights to the entirety of the customer journey.
“We couldn't be more excited to be included in this critical market guide. It’s great to see Gartner advocating for the cross-functional value of social and we look forward to continuing to partner with our customers to evolve our platform,” says Katherine Calvert, CMO of Spredfast + Lithium.
We’re committed to the success of our customers and we believe this research provides valuable insight into the trends impacting social marketers and a great resource for supporting the evaluation of the SMM vendor landscape. If you’d like to experience the value we provide to our customers, request a demo today.