Get account control now –or risk a career of continual social media sanitation. To match the growing consumer adoption of social media, many companies have launched social media efforts with little planning. As social media spreads beyond corporate communications and marketing, business groups are deploying social media without a standardized process. In fact, enterprise class corporations (those with over 1,000 employees) have an average of 178 social media accounts and this number will only grow if left unchecked. Companies that don’t control these accounts are at risk of having abandoned accounts, lack of consistent experience, or untrained employees creating a crisis.
Join Altimeter’s webinar to discuss this report.
We’ll cover the market trends, industry problems, provide new data not in this report, give insight to the future of this growing space. We’ll also be featuring case studies of success of how top brands are showing success, please submit case studies for review. Register for the webinar on Feb 7th, 2012, and we’ll dive in deeper.
This report puts companies in control based on business needs.
Buyers are confused by the number of vendors claiming similar offerings, and as a result spend months making decisions on who to short list. To fast forward the industry, this report serves to accelerate the process, this report contains the following elements:
- A Thorough Methodology: including 71 interviews, a survey to 144 buyers, a survey to 27 vendors, and analysis from a dedicated research team. Read page 4 for more details
- Five Business Use Cases: Based on interviews with buyers, we sought to find out their needs, rather than focus on software features.
- Altimeter Radar: a decision-making matrix that will help buyers to determine which vendors are best for them.
- Pragmatic Guide: At the end of the report, we feature 11 steps with examples and pitfalls to avoid guide all buyers must complete.
- A resource checklist: buyers should use to ensure that they make the best decision with regard to their social media.
Above is the full report, feel free to read, download and share.
This is just the start of this growing space.
We coined the Social Media Management Systems market and started the first industry list in March, 2010 (read all the posts on this topic). Over the past few quarters, we worked closely with Altimeter Research’s Andrew Jones, and we’ve compiled over 13,000 pieces of data about vendors and what buyers need, case studies, and dozens of interview notes. Our experience helping 3 global companies make decisions on these SMMS vendors has helped us to realize the struggle the entire industry is going to have when it comes to keeping track of this fast-moving space. This report, which is a snapshot in time, documents the industry, and we’ll continue to publish changes in this space over the coming years.
Above Graphic: First, Align by the Five Use Cases for Social Media Management.
Above Graphic: Then, Choose The Right Social Media Management Systems based on Business Needs.
Open Research: Use it, share it, and we’ll publish more.
While there are many types of decision-making reports on the market, this one is unique for the following reasons: 1) We realize that one size does not fit all and we do not lump all vendors into one diagram; instead we segment by use case to show different capabilities, 2) Rather than focusing on enterprise class only, we include those that can serve medium-size companies, as this space is dynamically changing, 3) We publish under Open Research so it can be read by all, rather than sold by subscription, and 4) We disclose our client relationships, including vendors that are clients that were in this report, so you have the utmost confidence in our recommendations.
During the editing process, we pulled out pages and pages of content in the editing process, so expect many future blog posts, webinars, and speeches to continue this discussion.
In the following section, we cross-link to thoughtful reviews of the research report. We look forward to comments from those in the community.
- Report: Social Readiness, video of speech at LeWeb
- Report: Career path of the corporate social strategist
- Report: See all my research reports
- Jason Falls has given a thoughtful analysis on the SMMS space
- Cross posted on the Altimeter Group blog
- Regain Control & Minimize Risk – Your Strategy for Managing Corporate Social Media with SocialVolt (client), Feb 15
- Altimeter hosted webinar to discuss the report, its findings, and future of this space from an industry perspective, Feb 7
- The Huffington Post: Corporations at Risk From Social Media Adoption Issues
- Forbes: Managing Social Media Chaos: A Leadership Priority
- Read Write Web: How to take control over social media proliferation
- MediaPost comments that Companies Struggle To Manage Social Media
- Ragan.com: Companies average 178 social media accounts
- SmartBrief on Social Media
- Social Business News Roundup
- Marketing Charts rehashes the data
- Social Media Today
- Social Media Today: Chris Syme reports on the need for solutions
- Bizreport comments on how companies are struggling
- Corp Comms discusses that Large firms juggle multiple accounts
- Brafton Media notes how companies must control accounts
- Business2Community rehashes key points in the report
- Warc distributes the key numbers found in the report
- WOMMA discusses the risks of having too many accounts
- eMarketer covers the report
- Media News Line: Social Media Accounts and Conversations on the Rise
- The Financial: Social Media Accounts and Conversations on the Rise
- Marketing Pilgram says it’s time to “Take out the social media trash”
- Jay Baer discusses “Taming the chickens”
- Shel Holtz advises companies to get control of their social media now
- Jason Falls says this report will help help your brand, and offers critiques
- David Deal notices that vendors need to mature
- Kyle-Beth Hilfer provides an important legal view, and warns of dangers
- Peter Kim, former colleague at Forrester, discusses “Herding cats”
- Erik van Roekel notes it’s not about the tools only
- The report also reviewed in Dutch, by Erik van Roekel
- Joe Chernov asks: So You Wanna Launch a Global Social Media Program?
- Eloqua: 5 Wows from Altimeter’s A Strategy for Managing Social Media Proliferation
- Bazaarvoice discusses the dangers of proliferation
- Angela Hausman, warns of social media risks
- Stuart Bruce reviews the findings
- Adi Gaskell reviews the report
- Vidar ‘blacktar’ Andersen reviews the report
- Gemma Went says the report was “Handy”
- Steve MacAlpine notes many have to navigate the social media maze
- Jon Gatrell reminds of Solutions, Integration, Fragmentation and Governance
- Customer Think covers the report
- MT Business says this is a “must read”
- Marshall Sponder reviews the pros and cons of the report
- Gerald Hensel of Blast Radius reviews the report
- Todd Defren discusses the numbers from the report
- Jesse Stay, the head of social at LDS reviews the report and provides more context
- Mediatel discusses the report
- Social IRL covers the report, and discusses the upcoming webinar
- Slidescene shares the report
- Aseem Badshah hopes to see consolidate of accounts
- Mindjumpers says this report will save you money
- Video: Tac Anderson and Jen Grant of Waggener Edstrom Worldwide review the report
- Tac Anderson says companies need to get a strategy first, before tools
- We Are Social covers the report, also in Italian
- Michael Brito of Edelman covers the report
- Michael Brito also covers this at Social Business Review
- Christine Perkett says enterprises are still confused
- Blast Radius shares the report
Software Vendor Reviews
- Vitrue discusses the report
- Heresay Social shares the report
- Shoutlet discusses the report
- Argyle Social gives their POV on the report
- Syncapse head of Research, Christopher Berry, shares
- Buddy Media covers the report
- Awareness covers the report
- One to One covers the report
- Syncapse reviews the report
- The Targeted Group reviews the report
- Spinklr shares their thoughts
Update Jan 5th end of day: We corrected the report to notate a correct total of 71 interviews, not 70.