Here’s a framework for marketers confused about the differences between the plethora social media ‘solutions’ out there, just published on my work blog.
|Solution||What they do||Who needs it||Who provides it|
|Monitoring||Watch and track mentions of an organization, brands, products and people – and those of competitors||Any company that cares about what is being said about them on social networks||Vendors include Radian6, Sprout Social, Trackur and Visible Technologies|
|Measurement||Measure social media engagement data||Organizations that want to capture, measure and interpret social media activity||Solutions include Adobe SocialAnalytics, IBM Coremetrics Social Analytics and Webtrends Social|
|Management||Help companies manage and maintain their social media accounts||Companies with multiple brand/market accountsThose in highly regulated industries||Vendors include Buddy Media, CoTweet and HootSuite|
|Metrics||Provide standards and KPIs for social media measurement||Any organization that measures or needs to measure its social media performance||Formal metrics include the Online Promoter Score, PRINT™ Index and the Social Business Index|
I made some observations about the relevance of each of these on the original post over here.