Mario Sundar

LinkedIn's 2nd PR hire. These are my thoughts on products, public relations, and startups.

Why do Social Media Management Tools Still Suck?

It’s been over 5 years since I wrote this piece on MarketingProfs referring to Charlene Li’s original post that introduced us to new ways to track social media metrics. Here we are in 2012 and after a review of some of the leading social media “management”, “monitoring” and “listening” tools, it’s too bad that we don’t have a single winner-take-all scenario but rather a mashup of tools, some of which work better than others.

Now, I bet you didn’t come here to read that. What I’d like to do over the next few minutes is to give you a sense of the social media landscape that greets you today. Consider this post a primer on navigating the mess that is social media management.

There are tons of social media management tools out there that’s probably confusing to the novice but the ones you’ve probably heard of are the ones above. If you haven’t checked it out yet, I’d highly recommend Jeremiah’s research on this topic.

Where do I begin?

I’m sorry to break this to you but there ain’t a single tool that’s a panacea for all your social media tracking woes. Frankly, you’re gonna find out that there are two kinds of tools that cater to different teams in your organization:

  1. Social Media Management tools (Tweetdeck, Hootsuite, etc.)
  2. Social Media Listening tools (Radian6, Sysomos, Lithium, etc.)

You’re going to find that all of the tools you evaluate is going to perform better either as a management tool or a listening tool. Very few try to do both (For example, Hootsuite) and in those cases, they fail at one of the two. Chances are that most companies and small businesses will start this journey looking for a social media management tool since the first step in evolving your company’s social media brain is “Awareness” where you identify and track your existing social media presence on social platforms. For example, see LinkedIn’s Social Media Presence below:

Step 1 is gonna be to monitor your activity on these key platforms, identify audience growth (# of followers) across platforms and figure out engagement (how to improve RTs or comments via proper copy and scheduling).

Define your criteria

Step 2 is to identify what are the criteria for selecting this social media tool for your company? The social media tool will have to take into account a bunch of internal requirements that you’ve got to map and then find a tool that fall within the parameters you set for yourself. Here are some criteria I mapped before we began the process of identifying potential social media tools at LinkedIn.

Once you define your version of the above criteria (see above), the goal is to come up with a list of tools that fall within the parameters you define. As you go through the list you realize that the primary challenge is finding a tool that’s complex enough to deal with massive datasets (for example, to plan your marketing campaigns on Twitter or run reports around PR campaigns) while at the same time easy enough to be used by everyone on the team to update your company’s status updates.

So, though Tweetdeck is ideal since it’s free and is easiest to use (has basic scheduling of tweets for e.g.) it unfortunately lacks even basic collaboration / report generation features. So, what you eventually end up with is you’re forced to pick either a Social Media Management System, Listening tool or both.

How does your company do social media? And, if you’ve had a different experience and found your ideal social media tool leave a comment or tweet me @mariosundar

Filed under: Social Media ROI, Social Media Tools, , , , , , ,

How the Columbia School of Journalism gets Social

I had an opportunity to grab lunch with Sree Sreenivasan, Columbia School of Journalism’s digital media professor and Dean of Students, over a week ago when he was in town for a conference.

Keeping in mind my recent resolution, I feel it’s apropos to share a quick little video interview I filmed while I chatted up Sree at San Francisco’s picturesque and historic Fairmont Hotel.

Journalism is in the throes of a severe recession. That topic by itself is worthy of a post but this post is about institutions like the Columbia School of Journalism that continue to evolve and train the next generation of journalists. Sree, not only epitomizes what the school stands for but also practices the social media he preaches.

Here’s our brief 3 minute chat.

I’ll continue to bring you snippets of my conversations with interesting social media voices in this segment. Stay tuned.

If you found this interesting you may want to follow:

Filed under: Miscellaneous

Beating Blogger’s Block

I started blogging years ago. Nearly 6 years ago.

It has unquestionably changed my life and my career in the years since. But, I don’t do it anymore. At least not with the passion that I originally started blogging with and that bothers me.

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I’ve written over a thousand blog posts since then but here on my personal blog it just doesn’t feel fresh, fun or exciting anymore as it was during those early days.

What went wrong

1. I blog for a living. Here a blog, there a blog, just too many blogs. 

2. It’s been an interesting roller coaster of a year (to say the least)  

3. Twitter killed Blogging for most of us

Why this bothers me 

Blogging is a really good indicator to identify how passionate you are on your favorite topics.When I started blogging I’d spend hours after work writing about topics I love. It’s that passion that slowly helped me find social media and LinkedIn way back when. And, so when I find myself not blogging actively anymore it bugs me.

I don’t want that and I need to change things up. I need to blog. And, I need to start today.

What’s next? 

The blog definitely needs more regular, interesting content and I’m gonna make an extra-effort to do exactly that. Oddly enough, there’s far more interesting stuff happening today in social media than there was a few years ago; so much so that there’s tons of noise and hopefully the content I create here will cut through that noise.

Over the next few weeks you’re going to see content that will focus on three key attributes.

1. People: Meet professionals whose work I admire. Capture that on the blog. 

I meet tons of interesting folks in the social media space whose work I find relentlessly fascinating. Expect to hear more about them on the blog as I get them to share lessons learned while working on real world projects in social media, whether it’s in PR, Marketing or Journalism.

2. Always unique, always differentiated. 

Using Quora for the first time was a huge aha moment that reminded me of my initial experience blogging. What Quora does best was provide a platform for sharing what you’re good at while bringing you an audience of interesting people in that space who’d love to hear from you. That’s what a good blog is supposed to be while giving you the control over every aspect of content and design.

So, you’re gonna see a slew of content that I can provide unique insight into and hopefully we can reach many more readers like you who will find that content useful. All I’d ask is for you guys is to share posts that you find useful, when you find em useful.

3. Give more than you get

In the past, there have been days where I’d put together a hastily scribbled post just because I’d want to get to my quota of one post a day. Now, granted this is a part of the Writer’s Block that hastened the slow-down of my blogging, but as I look around I see a a few awesome bloggers who generate a ton of quality content on a regular basis. And, I know it’s doable.

Blogs that I love reading on Flipboard. Blogs from my good friends, for example, Jeremiah who has been churning out some stellar content for years or Adam who more recently has been kicking but with some super insightful posts these past few days.

It’s time for me to get back to blogging…

Filed under: Best-of, Miscellaneous, ,

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