Ever since Google’s decision to kill third-party cookies in Chrome by 2022, data management platforms (DMPs), which gather and leverage data to create marketing strategies, have been catching a great deal of flak. Some of the concerns are legit; some of them are oversimplified and “factually incorrect,” says CGO at Lotame Adam Soloman. At any rate, DMPs have broad capability and shouldn’t be blindly lumped together. Data-driven social management platforms, for example, are principally collaborative tools used internally by marketers to build social assets on one platform, schedule social plans, and provide painless one-click publication of those assets. They essentially combine the best of sheets, collaborative and optimizing software to deploy assets for social channels with incredible ease.
On a more acute level, data-driven social management platforms bring together siloed data that can get lost between email comms, sheets and docs, and even project management platforms. In truth, no platform can do everything for a company with various departments and multiple operations, but data-driven social management platforms are the next move in digital communication, project management, and social deployment. With AI power, they can reduce unnecessary comms, streamline data, and seamlessly deploy content right from the platform itself, a one-stop dream for marketers looking to drive data and social engagement from one vehicle. Here are three must-have advantages of the new generation of data-driven social management platforms.
1. Reduce redundant communication
We all wish we could communicate a little better, and even those of us with an extra reserve of fortitude can get frazzled between all the communication platforms that we’re using. Email, Slack, Basecamp, WhatsApp, etcetera—sometimes digital communication isn’t all it’s cracked up to be. There’s something in a classic phone call that strikes some nostalgia. But, just as there’s a trend to diversify communication channels, there’s also a trend to condense and synchronize comms, avoiding redundancy and keeping tighter communication organization.
One of the goals is to reduce, or practically avoid, the long layers of communication and comment threads, but merely adding another communication tool won’t solve the issue. When marketers can create campaigns, write and schedule social content, when designers and videographers can upload graphic content directly to calendars, they can be reviewed and deployed with the click of a button. Team members can collaborate and can be tracked on individual task cells. Social media accounts can be easily added, and some key platforms like Amplified3 offer analytic reporting, keywording for on-branding and compliance, suggestions for hashtagging, and goal tracking. It’s an ideal tool for marketing agencies and companies deploying their own social. If you haven’t planned on leveraging it already, it should top your 2020 upgrade list of essential software.
2. Streamline your data
Like a painter who always keeps the paint close by for a quick refill, tools should always be as close to workers as possible for ease of use. It makes good sense that data relating to the social content that is deployed from a platform lives within that platform itself. It saves the time it takes to click between platforms and theoretically increases data accuracy, since the platform has access to all of the variables contained within the creation, deployment, and subsequent engagement of the content on the various social media platforms leveraged for campaigning.
The golden data collected on the data-driven social management platforms can also teach marketers what type of content is winning with their target audience, who potential brand influencers are, when’s the best time to deploy content, and even how to comply through keywording. That’s a #win.
3. Seamlessly deploy content
So now the campaign has been created, stakeholders have collaborated, data has been checked, and compliance is obeyed. All that’s left is to deploy the content. Since it’s all being done in one place, there’s no need to drag and deploy content from an exterior platform. This streamlining of tasks not only reduces comms and streamlines data, it keeps your marketing team focused on tasks that relate to learning about potential customers and building existing relationships rather than the technical side of deploying content and tracking down data that connects to your brand.
It’s marketing tools like this—that collect engagement data in one place so content can be easily tweaked to, say, quickly change a holiday promotion to sharpen the target audience—which makes your marketing campaigns more personalized, tactful, and engaging.
Of course, other management tools will be useful, but data-driven social management platforms are excellent solutions for social content management that small and large businesses should employ in 2020. They keep the marketer at the heart of development, and make it a snap to create campaigns, schedule and deploy content, tap analytics, comply with rules, collaborate harmoniously, and train teams—equipping your marketing stack with the AI it needs to compete in a future where communications are streamlining and business gets increasingly more responsive and personalized.
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Terry Tateossian is the Founding Partner of Socialfix Media, a multi-award-winning digital marketing agency focused on emerging technology and media working with companies in launching innovative products and gaining market share. She is also the founder of Amplified3, a complete marketing agency management suite for smart digital asset management, asset distribution, and team training. Tateossian is also an MIT Blockchain Technology and AI certified expert, thought leader, entrepreneur, podcast host and speaker. She’s a board member and advisor for several transformational start-ups and has earned multiple recognitions for innovations and leadership in technology, media, and marketing. Recent awards include recognition from Forbes Magazine as WPO 50 Fastest Growing Women-Owned/Led Companies, NJBIZ Top 40 Under 40, Future 50 Fastest Growing companies in NJ/NY by SmartCEO Magazine, Top 25 Leading Women Entrepreneurs.
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