-
why there is few social media engagement tool on the market?
Hey! I’m a SMM intern. I came across several social media “post & scheduling” tools such as post planner and meet Edgar and several social media analytic tools such as Socialinsider. However, there is few tool that focuses on social media engagement, which is a unified social inbox for DMs, comments, mentions, ad comments, and so on.
Comprehensive social media management tools such as Hootsuite have 3 main features: post and schedule, analysis, and engagement. If 2 of the 3 can have individual tools that specialize in it, why there is few social media management tool? I used to think engagement is the most important thing in social media marketing.
Some insights around this would be highly appreciated. Thank you.
-
1 Reply
-
Because most companies don’t make social media social. They post and then focus on other things. They don’t do much in terms of responding.
Those that do respond are usually large companies. For a couple reasons. First, they’re the ones that have the quantity of replies and DMs. Small companies don’t generally get much in the way of 2-way engagements, so they don’t need a tool more than the standard platforms for that.
And small companies don’t have the money to have someone spending that much time on it. Usually only big companies do.
It might be great but good luck showing the ROI of spending time engaging with others on social. Chances are high other activities will turn better return.
Since most companies aren’t interested in spending money on tools to manage social engagement, companies aren’t gonna invest resources to create something people aren’t buying.
-
I think that analyzing engagement is one of the most difficult tasks, which nevertheless can provide extremely valuable insights about the behavior of the target audience. Personally, I have long refused to use such tools as Hootsuite, Buffer, Sprout Social and so on, as they seem to me quite useless. I prefer to use separate tools for scheduling publications.
As for engagement analysis, I can recommend an extremely interesting tool for Instagram, since I work mainly in it. I’m talking about the online activity tracker Snoopreport. With it, you can add any users with a public profile to the tracking and receive weekly reports on their likes, hashtags, follows and interests. That is, depending on the tasks, it is possible to monitor both the activity of current followers and, for example, followers of competitors. That is, it is not a classic tracker, which, however, can be used very widely and get valuable information out of it. I use it to select niche, local hashtags; create a content strategy; study competitors; create segments of the target audience. And in general, such data allows you to increase the reach and engagement of the profile, as well as attract new customers.
-
I think it’s important to deal with social media because, the more engaged your audience is, the more that other people will see your posts and the better you’ll achieve those social media goals.
Log in to reply.