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"If you\u2019re still managing your social media accounts via a series of open tabs in your browser, you\u2019re not only creating a recipe for disaster, but also missing out on a host of analytics that could take your \u201CWe\u2019re doing ok,\u201D campaign to a \u201CWe\u2019re blowing the competition outta the water!\u201D campaign. One quick, efficient, and time-tested ways of upping your social cred is through borrowing from the customer relationship management (CRM) concept, and applying it to your social media management.\r\n\r\nSure, the well-known names like HootSuite and Seesmic will get your social media management on track, but are you sure that either of these two will meet every single one of your needs? Better yet\u2026 before we even get started, do you know what your needs are? Let\u2019s have a look at questions you should be asking, and features you should be looking for.\r\nThe Share Factor\r\n\r\n\r\nWhy copy/paste that update to a multitude of channels, if you\u2019ve only got one thing to say? What about that next social media outlet launching right around the corner? Got a typo and need to fix it quick? These are all valid questions when it comes to settling on a social media solution. Others to be on the look out for:\r\n\r\n\tIs there a built-in URL shortener? How about bit.ly integration (think analytics)? What if we acquire a vanity URL down the road?\r\n\tCan multiple users access the same system? With a variety of administration rights (Who can do what with what)?\r\n\tIs there an audit trail with specific actions performed by whom and when?\r\n\tIs the software staying up to date with new and emerging channels?\r\n\tCan you schedule updates and have a birds eye view of upcoming, as well as previously published content?\r\n\tCan you specifically target users based on language preferences and location?\r\n\r\nYour Team\r\n\r\n\r\nIf you\u2019re working in a startup, or even an SMB, you might be the one and only person responsible for the social media management. But chances are, if you\u2019re already overwhelmed, you, and your existing or future team should be taking full advantage of collaborative social media management. The \u201Ctoo many chefs,\u201D rule still applies, but when done right, team management of your social media can reap the rewards tenfold.\r\n\r\n\tHow many users does the solution allow? Free for X, but paid for YYZ?\r\n\tHow many administration levels are possible? Admin, Reader, Editor, etc.\r\n\tCan certain users be limited to \u2018draft\u2019 settings, ultimately to be published by an Admin?\r\n\tCan workflows between various team members be established and overseen by Admins?\r\n\tCan you assign tasks and dates to specific users? Teams? Organizations?\r\n\tWhat about notifications? Can they be tailored to specific individuals? At specific times of the day?\r\n\r\nYour Community\r\n\r\n\r\nNow that you and your team have published, reactions, comments, and conversations are sure to come rolling in. But how to you manage them all? Maybe there\u2019s a member of the crowd that stands out amongst the others. What was his/her name again? Items to consider when it comes to your community:\r\n\r\n\tDoes the system allow for real time monitoring of conversations across networks?\r\n\tAre these conversations organized in an easy-to-follow timeline? Can you easily identify which conversations are happening on which channel?\r\n\tCan you reply to these conversations directly from the solution?\r\n\tCan you delete and/or modify comments directly from the solution?\r\n\tCan you quickly and easily view any and all comments, reactions, etc. across various networks from a particular individual? Think influencer targeting.\r\n\tCan you import and/or input Klout score data? Again, influencer targeting.\r\n\r\nThe Stats\r\n\r\n\r\nAt the end of the day, all the talking and listening in the world isn\u2019t going to get you very far if you\u2019re not analyzing data. Granted, not the sexiest part of your social media plan, but arguably the most valuable. Which campaigns are reaping the biggest rewards? Who\u2019s your standout team member that best resonates with the community?\r\n\r\n\tCan you generate cross-channel reports?\r\n\tCan target and report on individual pages within channels? Individual comments?\r\n\tCan you export reports to Excel?\r\n\tCan you create your own custom reporting tools?\r\n\tCan you automatically generate campaign and medium links?\r\n\tCan you easily identify top commenters and product-evangelists-in-the-making?\r\n\r\nThis list of questions is by no means all-inclusive, but rather, should serve as a jumping off point when considering stepping up to a more robust method of managing your social media campaigns. There are a number of other factors to be considered, least of which are pricing, support, learning curve(s), and the overall future outlook for said solution. With that said, one other recommendation is to have a look at current clients of the solution(s) you\u2019re evaluating. Any software developer worth their salt will gladly publish a list of \u201CWho\u2019s currently using ABC,\u201D and it\u2019s worth a look. If you\u2019ve seen a few competitors in the list, or simply those who\u2019s social media work you admire, you\u2019re on the right track. Now put the above questions to the test, and qualify your own perfect solution."^^<http://www.w3.org/2001/XMLSchema#string>
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