Social media marketing can be a lot like email blasts. Send out something, and see if it sticks.
We're still in early days here. Many digital marketing teams, especially B2B, still search for that "gotcha" in social media marketing.
"One of the difficult things about using what I call flat metrics as a barometer for success is that there isn't often an actionable next step," said Erin Robbins O’Brien, chief operating officer at San Francisco-based GinzaMetrics, which just released a social intelligence suite.
"For instance, a tweet receiving a high volume of retweets is often not analyzed for how it worked, who it worked for -- in terms of audience segmentation/persona group -- and if it would have worked on other channels or just Twitter. This means marketers aren't able to harness the good and fix the bad as easily."
Vendors claim they make these fixes. And where there are vendors, therein lies software rankings.
G2 Crowd, the Chicago-based crowdsourcing platform that provides user-review based reports on business software, released its Grid for Social Media Monitoring today. At least 10 users must have submitted reviews/ratings on a vendor for it to be mentioned in the report. The report looks at customer satisfaction (based on user reviews) and market presence (based on market share, vendor size and social impact).
How accurate are they? Like any reviews, take them with a few grains of salt.