Forrester evaluates social media management solutions, highlighting four stand-out leaders for Enterprise Social Marketing.

In the recently published Forrester Wave, the analysis firm examines 10 leading vendors supporting Enterprise Social Marketing.  These vendors are now referred to as SMMS providers.  What is an SMMS you ask? It’s a Social Media Management Solution – simply put, they are solutions that help marketers publish, monitor, and respond to customer posts on social networks.

Forrester critiqued 10 leading vendors against 32 criteria in three areas of 1) current offering, 2) strategy and 3) market presence.

The SMMS providers were evaluated on their solution’s response, content, workflow capabilities, and whether they can pull in external data. In addition, each solution’s social advertising, measurements and data partnerships, security and customer satisfaction were analysed.

So what were the key takeaways?

  • 10 vendors were worth looking at, four lead the pack and the others offered competitive alternatives.
  • Recent solution updates are fueling Enterprise-wide collaboration.
  • Measurement, Integration, And Security Certifications Are Key Differentiators
  • Best of breed point solutions are still recommended over social suites, although social suites have matured since 2015 (mind you, a large proportion of solution users canvassed by Forrester did say they prefer to buy all social tools from one vendor…)
  • Facebook and Instagram are still getting the largest share of advertisers’ wallets (those who were surveyed that is)
  • Integration across the martech stack is becoming increasingly important
  • Contributions from outside the marketing department are growing and therefore so is the need for Social Media Management Solutions to allow for collaboration, integration and automated workflows.

And who are the top 4 in the significant 10?

Leaders

  • Hootsuite – Hootsuite Enterprise
    Hootsuite’s revamped capabilities officially cement its enterprise status.
  • Lithium Technologies – Social Media Management
    Lithium Technologies offers a response-driven SMMS reminiscent of its heritage
  • Spredfast – Spredfast Conversations
    Spredfast aims to bring marketing and servicing together for “brand love.”
  • Sprinklr – Sprinklr Experience Cloud 10.4.0
    Sprinklr’s advertising capabilities extend its social marketing reach.

Strong Performers

  • Facelift – Facelift Cloud
    Facelift’s flexible, workflow-driven approach fuels cross-team initiatives.
  • Sysomos – Sysomos 6.5
    Sysomos reimagines its SMMS with a focus on listening and search.
  • Percolate – Percolate
    Percolate excels with content governance, but misses some SMMS needs.
  • Salesforce – Social Studio
    Salesforce updates its user experience, yet usability remains an opportunity.

Contenders

  • Oracle – Social Cloud
    Oracle shines with language support, but must invest in fresh automated capabilities.
  • Sprout Social – Sprout Social
    Sprout Social delivers on customer satisfaction, but not complex client needs.

If you want to read the full report it is available for download from the Hootsuite website The Forrester Wave™:  Social Media Management Solutions, Q2 2017
Forrester is also running a webinar in August: WEBINAR: The Forrester Wave™: Social Media Management Solutions, Q2 2017  Wednesday, August 16, 2017, 11:00 AM-11:40 AM Eastern time (1:00-1:40 AEST)

Want help with your own social media?

OTM has a full suite of social media management, training and advisory services.  Check out our OTM Social Media Services page here, or contact us directly for a chat.

About Amy Ward

Amy Ward is a strategic communications and management consultant. She is the founder and director of OTM, a successful management consultancy, specialising in strategy, commercialisation, communications, change and marketing. Her professional experience spans commercial organisations, government and not for profits. For close to twenty years she has worked with complex B2B and innovative B2C programs and services across diverse industries such as information technology, eHealth, primary health and community care, telecommunications, mining and resources, management consulting, process control, integrated transport, geospatial, sustainability, retail (online) and more. Amy is generous in volunteering her expertise as a mentor and as an advisor. In addition to her day job at OTM she is a board director for Communify, an advisor for the Inclusive Brisbane Board, Professional Advice Alliance and a mentor for the Queensland Government’s Mentoring 4 Growth program.

Subscribe To OTM Stories

Subscribe To OTM Stories

OTM Stories is our new monthly email of short, snappy articles and news.

You have Successfully Subscribed!