Social Marketing Operations Software Ideas — The SMO “Wish List”


Let's consider how businesses are run.

Businesses are made up of
process, policies, people and technologies.  Results of anything are analyzed on how it impacts the P&L, in an effort to increase the predictability of results. Efficiency is measured and improved, with practices such as Six Sigma. Prioritization is
ruthless as everyone has more to do in a growing (or struggling) company.  People have
objectives, goals and processes to follow. They have daily activities
that they report on to management, and dashboards with metrics they are
responsible for. There are actions, owners, and deadlines. And
accountability is a must. People are rewarded on progress and impact. That is the DNA of most corporations.

From my observation, this 'DNA' of measurement and operational management is not manifested in most social marketing circles of discussion. I'm on a hunt for them and am posting to this blog and Twitter account on this topic.

There are great thoughts from friends like Peter Kim, Jeremiah Owyang, and Charlene Li / Josh Bernoff ("Groundswell"). Yet I still think we're skimming the surface for what companies need on the inside to better manage their social activities on the outside. If anything
is going to be sustained inside a business — including social
marketing — it has to
be grown, maximized and optimized. You need process, policies,
people and tools/technologies to do that.

If you're managing social marketing for yourself or your business, the
biggest challenge is where to spend your time, how to maximize your
time, and how to show ROI.
It's my challenge as well. I experienced it first hand over
holiday vacation as I got sucked into Twitter after hibernating for a while, later wondering if I was headed in a purposeful direction and if I should spend my social marketing time elsewhere. I also knew I could be using existing tools more effectively. As CMO of a
B2B company myself, this social marketing optimization and operationalization challenge is one I plan to work on this year. And I welcome
you to collaborate.

I'm envisioning an "ERP" software system that manages everything you do related to social
marketing. I've assembled a list of "Social Marketing Operations" features and apps.  This includes existing tools that meets the need of the suggested features. I realize there are already a lot of social marketing tools out there…I don't claim to be familiar with them all. But usually they are only one piece of a big puzzle.

I will invite a group of social marketing experts to contribute to this list. If you'd like to be considered, drop me a twitter DM @samdecker or email me at blog [at] deckermarketing [dot] com.

If we've done nothing but match an internal capability with the best external tools, that's great. If we've influenced and inspired vendors to create better tools, maybe pull some of them together, even better!

Click here to see Social Marketing Operations Features & Apps.

4 Responses

  1. koryelogan says:

    Thank you for compiling the SMO features list. It is an excellent start towards defining scope on a tool that many of us wish we already had.
    I like the fact that you give content some attention with a “Content Suggestor” category. It might be a good idea to add a “Content Resources” category to accompany this. This could include information on internal resources, agencies and content providers such as ARA Lifestyle.
    I look forward to the conversation on this topic.
    Korye Logan
    P.S. If you’re in Austin, don’t forget the Bazaarvoice foundation is doing its first annual blood drive on Jan. 20!

  2. Ed says:

    The problem I see with the whole social marketing thing is that where is the time to get seriously involved in even one social platform?
    Between writing and maintaining my own sites and doing promotional and consulting for others, I’ve not the time for the social scene. At least, I can’t see it anywhere.

  3. Sam,
    Very good list! I could not agree more with the need to prioritize and systematize SMO processes. As you know, the majority of businesses are still trying to wrap their arms around this stuff. Packaging process like you are suggesting makes a lot of sense to business owners and large corporations.
    I think the keys to what you are suggesting as a product features list could be simplified around core business drivers; Revenue, Reputation, Return On Operations & Reach. Aligning SMO tasks and metrics behind these core drivers to me makes a lot of sense. Hence if the task does not move the needle on these core drivers don’t do it.

  4. Cobra Group says:

    Hi Sam, Thank you for listing the SMO ideas. And especially your list of “Social Marketing Operations” features and apps is really helpful for many who are looking forward for social marketing operations.

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