In Patrick Salyer’s “How to Choose the Right Social Marketing Platform” (13 July 2012) article, ROI from the integration of social categories and tools is a tangible goal. Along the brand engagement front, companies including Buddy Media, Vitrue, Wildfire and ThisMoment can create social campaigns on the fly.
Salesforce.com and Oracle have been in the news as of late with stories focusing on their acquisition of social vendors. Radian6 can help client companies by interpreting online conversations for their brands. Eliciting responses through the use of tools, contests, quizzes, polls and branded content are common tactics used today.
Listening to customers and users is one way to to keep a finger on the pulse of Social. Analytics around sentiment and demographics help marketers to measure idiosyncrasies that have the potential to enlighten future online and offline marketing campaigns.
Social networking hooks in content are a big thing now as Social Infrastructure vendors, including Bazaar Voice and Mass Relevance offer services that expand the social experience on client websites. Knowing how to relate to users when they are on your site is critical to novel online marketing efforts. Gigya, a leading vendor option for businesses wishing to take a holistic look of their online portfolio, offers a myriad of solutions for brands large and small.
http://mashable.com/2012/07/13/marketing-platforms/
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