Forrester Research called out Social Relationship Platform (SRP) vendors for not providing what digital marketers really want.
A platform that says what to post and when. A platform that measures performance.
With all the hype over social media marketing, Forrester researchers said few SRP platforms share data with "trusted measurement tools" or tell brands what to post and when. They are good at, however, saving marketers time as they manage multiple social media accounts.
"The biggest need many organizations face with social media monitoring is mining truly useful data," said Cappy Popp, principal and co-founder of Thought Labs, a digital marketing agency out of Boston. "Many organizations still shortsightedly isolate social media metrics instead of integrating them with their other company-wide metrics. Such integration takes planning, internal collaboration, strong communication skills and deep understanding of social media."
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