Month: November 2023

As more companies adopt an omnichannel approach to engage with customers, keeping up with competitors can be challenging.

• What are they posting on social media
• What’s their email marketing strategy?
• What kind of content are they publishing on their blog?
• Where are they getting most of their traffic from?

You need to know it all.

Competitive monitoring helps you stay on top of this data at all times.

It’s the first step of competitive analysis that involves gathering the intelligence you need to make informed business decisions.

In this article, we’ll walk you through the benefits of competitive monitoring and how to keep an eye on the competition using top strategies, tips and tools.

What is competitive monitoring?

Competitive monitoring is the process of continuously tracking your competitors’ activities and strategies. This includes keeping tabs on your competitors’ social media activity, pricing changes, marketing campaigns, product launches and more.

The goal of competitive monitoring is to understand where (and how) your competitors are outperforming your brand and where there’s an opportunity for you to swoop in.

Competitive monitoring also involves collecting data on market trends and other key aspects of your industry landscape. Businesses can then analyze this data to derive actionable insights and develop long-term strategies to gain competitive advantage.

Why is competitive monitoring important?

Competitive monitoring forms the backbone of competitive intelligence. It deals with collecting insights that help your business stay ahead, adapt and grow.

Here are five key benefits of competitive monitoring:

Get ahead of the competition

The biggest advantage of competitive monitoring is it provides you with the insight you need to gain the upper hand.

By keeping an eye on your competitors’ activities, you can learn from their wins and losses, develop foolproof strategies, better position your products and differentiate your brand.

For example, you might anticipate a new product launch or business merger before it actually happens. This information can help you move quickly to launch a better product or develop strategies to prevent the merger from stealing your brand’s market share.

Identify untapped markets

Tracking competitor weaknesses, shifts in customer demand, market trends and potential threats allows your brand to capitalize on new opportunities before others do.

For instance, you might spot some niche market segments your competitors might be neglecting, like a different age group or interest.

Or, you might find their customers are asking for a new feature. You could add that feature into your product before they do to steal their subscriptions.

Stay on top of industry trends

Things are always changing in business. There might be a new automation software slashing marketing costs in half. Customers might be demanding more eco-friendly products. Or there might be a new viral trend your competitors are all hopping on.

Competitive monitoring helps you stay updated with all the buzz. You’re able to adopt new technologies earlier, align your offerings with customer preferences, pivot your strategies and sidestep missing out on short-term but potentially lucrative marketing trends.

Explore potential gaps in your strategy

Competitive monitoring isn’t just about looking at what others are doing. It’s also about understanding your own strengths and weaknesses.

For example, analyzing your competitor’s social media might reveal gaps in your own strategy. Maybe you need to share more engaging content. Maybe you’re using outdated formats or posting at the wrong times.

Studying your competitors can also highlight weaknesses in your products, services, business model and other areas that could use innovation and improvement.

Set benchmarks for future performance

Monitoring the competition helps you set realistic goals for your business. This could be sales targets, customer satisfaction scores, the number of sign-ups or engagement rates.

For example, you might find your competitor gets consistently get good reviews on Google about their customer service. This could help you set benchmarks for your customer service team so they can try to snag as many or more positive reviews by the end of the quarter.

Or, competitive monitoring could reveal your competitor is ranking on search engines for several high-volume keywords related to your niche. Your goal could be to outrank them by creating quality content around those specific topics.

How to monitor competitors

Competitive monitoring is more than just watching what your competitors are doing. You need to actively collect, analyze and use that data to your advantage.

This means you need a smart, organized strategy combined with the right competitor analysis tools. Here’s a step-by-step guide to monitoring your competition and extracting insights:

Step 1: Identify the top competitors

The first step is to find out who you’re competing with. This may sound simple but it can get messy if you don’t start out in a systematic, organized way.

Before you make a list, divide your competitors into three distinct categories:

• Direct competitors: These are businesses that target the same audience and offer similar products or services to yours (e.g. two accounting software for small businesses.)
• Indirect competitors: These businesses have similar offerings to yours but target a different audience or market segment (e.g. accounting software for small businesses and accounting software for enterprises.)
• Replacement competitors: These businesses offer alternatives to your products or services (e.g. accounting software for small businesses and virtual accounting services.)

Once you’ve got that down, it’s time to do your research.

Find competitors that fall into each category by searching for relevant keywords on Google, scouring social media platforms and forums, using local search on Google Maps and even leveraging market research professionals if you have the budget for it.

Remember to prioritize the competitors that require more attention, such as direct competitors and local businesses operating in your niche.

Step 2: Scope out priorities with SWOT analysis

After identifying your competitors, the next step is to conduct a SWOT analysis for each. This involves breaking down their strengths, weaknesses, opportunities and threats.

Here’s what to look out for:

• Strengths: Start by identifying what your competitors do well. Analyze their product quality, brand reputation, customer service and online presence. For example, if a competitor is known for excellent customer service, note this as a strength.
• Weaknesses: Look for areas where your competitors are lacking. This could be anything from pricing, limited product range to weak engagement. For instance, if a competitor has a poorly designed website, this is a weakness you can capitalize on.
• Opportunities: Identify external factors that could be advantageous for your competitors. This might include market trends, regulatory changes or new technology. For example, if there’s a growing trend for organic products and your competitor offers these, it’s an opportunity for them.
• Threats: Assess external challenges your competitors might face. These could include new market entrants, changing consumer preferences or economic downturns. For instance, if a new competitor enters the market with a disruptive technology, this could be a threat to your existing competitors.

This information can help shape your own strategy. Look for ways to leverage your competitors’ weaknesses and guard against their strengths.

Also, consider how you can position your business, products and services to take advantage of the same opportunities and mitigate similar threats.

Step 3: Benchmark the sources and metrics

Now, it’s time to measure and compare key metrics to understand where your business stands against the competition. Competitor benchmarking can help you set standards and evaluate performance more effectively.

First, determine which metrics are important for your business. These could include social media engagement rates, website traffic, conversion rates or customer satisfaction levels.

With Sprout Social, you can track your competitors’ social media performance on a visual dashboard. Compare metrics like engagement rates, impressions and share of voice across multiple sources, like Facebook, X (formerly Twitter), Instagram and more.

Sprout’s sentiment analysis tool can also provide insights into how customers perceive your competitors. Dig deeper and analyze sentiment in comments, reviews and social media posts to understand how customers think and feel about specific brands—including yours.

Continuously monitor these metrics and compare them with your competitors. Look for trends, spikes or declines in performance to study the impact of recent strategies and campaigns.

Step 4: Plot the timelines for reporting

Finally, establish a reporting schedule for your competitive monitoring efforts. Decide whether you need weekly, monthly or quarterly reports based on your industry’s pace, stakeholder preferences and the intensity of competition.

Your reports should include updates on competitors’ activities, performance benchmarks, and any shifts in consumer sentiment or market trends. This continual flow of information will help you adjust your strategy quickly in response to any changes in the competitive landscape.

Use Sprout’s competitor reports to put together metrics like engagement, follower growth, publishing behavior and top-performing content. Present everything visually with charts, graphs and tables to make sense of the data and identify new opportunities.

Top competitive monitoring tools

You don’t have to track all your competitors manually—thankfully, we have tools for that.

Here are the top three competitive monitoring tools to help you keep an eye on your rivals and make strategic, data-driven decisions for your company.

Sprout Social

Sprout Social is a powerful tool for monitoring competitors on social media platforms like Facebook, Instagram and X (formerly Twitter.)

Benchmark metrics and compare performance with tailored competitor reports. Want to dive deeper? Use Premium Analytics to access more insights with interactive charts and graphs.

Finally, leverage Sprout’s listening tools to monitor public conversations about your competitors and your own brand, understand customer sentiment and identify trends.

Ahrefs

Ahrefs is an SEO competitor monitoring tool that helps you track and understand your competitors’ online performance.

The platform’s site explorer lets you check any URL’s top organic keywords and content. Additionally, Ahrefs can pinpoint the source of your competitors’ backlinks and detail the keywords driving most traffic to their sites.

Crayon

Crayon uses AI to streamline competitor analysis and intelligence. It automatically collects competitor updates and organizes them into a visual dashboard so brands can stay updated.

The tool also supports team collaboration so you can easily share these insights with stakeholders. Additionally, create sales battlecards and newsletters with competitive intelligence to empower your team, and customize dashboards to simplify reporting.

Monitoring competition with Sprout Social

Watching your competitors’ every move can help you in dozens of ways. You can not just outperform them with this intelligence but also identify your own weaknesses, set realistic benchmarks and hop on new trends before they do.

Use Sprout Social to monitor competitors, create engaging, in-depth reports, assess customer sentiment and compare their social media performance metrics with your own. Ready to check it out for yourself? Sign up for a free trial today.

The post Competitive monitoring: tracking the competition to stay ahead appeared first on Sprout Social.

In today’s business world, it is essential for companies to stay ahead of their competitors in order to remain competitive. One way to do this is to track what your competitors are doing. By tracking your competitors, you can gain valuable insights into their strategies, products, and services, and use this information to your advantage. Here are some tips on how to track your competitors and maintain a competitive edge.

First, it is important to identify who your competitors are. This can be done by researching the market and looking at who is offering similar products and services. Once you have identified your competitors, you can start tracking their activities. This can include monitoring their websites, social media accounts, and press releases. This will give you an idea of what products and services they are offering, as well as any new initiatives they may be taking.

Another way to track your competitors is to attend industry events and conferences. These events can provide valuable insights into what your competitors are doing, as well as any new trends or technologies that may be emerging in the market. Additionally, attending these events can help you network with other industry professionals and gain valuable contacts.

Finally, it is important to stay up-to-date on the latest industry news. This can be done by subscribing to industry newsletters and magazines, as well as following industry experts on social media. By staying informed about the latest developments in the industry, you can gain an understanding of what your competitors are doing and how they are positioning themselves in the market.

By tracking your competitors, you can gain valuable insights into their strategies and products, as well as stay informed about the latest industry trends. This will help you stay ahead of the competition and maintain a competitive edge. Additionally, attending industry events and staying up-to-date on the latest news can help you gain valuable contacts and insights into the market. With these tips, you can ensure that your company remains competitive in today’s business world.

Source: sproutsocial.com

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If you want to increase your online visibility in an innovative and genuine manner, using influencer marketing could be a great option. This marketing strategy involves collaborating with well-known individuals on social media platforms such as Instagram, TikTok, and YouTube, allowing their followers to learn about your company and what it offers.

However, creating a successful influencer marketing program involves a lot of work. Finding the right influencers, getting in touch with them (or their manager/agent), putting together a content plan and more.

This is where influencer marketing platforms come in. Different software can help you find influencers, create successful campaigns and monitor their performance. They can be a big help in putting together the best influencer marketing campaign possible. And to help you get said campaign started, we’ve put together 16 influencer marketing platforms to choose from.

Table of contents

• What are influencer marketing platforms?
• 16 Influencer marketing platforms and software for your brand
• Tips for finding the best influencer marketing software
• Find the best influencer marketing platform for your business

What are influencer marketing platforms?

Influencer marketing platforms are software or companies built to help brands create an influencer marketing strategy. These can be marketplaces meant to connect brands with influencers in their niche. They can also help brands and influencer communicate or track campaign analytics. And they can even be agencies where real specialists help brands put together an influencer partnership.

Platforms like these can help businesses who are new to influencer marketing, brands with small teams who need additional support or even large corporations who simply want to hand their strategy off to the experts.

16 Influencer marketing platforms and software for your brand

Whether you’re looking to start your first influencer marketing campaign or simply want to make certain steps easier on your team, here are 16 influencer marketing platforms that can help.

1. Tagger by Sprout Social

Tagger is a tool that was recently acquired by Sprout Social to help us offer even more assistance to our users when it comes to influencer marketing. We already have a full-suite social media management software—all we needed to wrap up our software was to help even more with influencer marketing.

Features:

• Access Tagger’s proprietary social intelligence engine to monitor trends, analyze data and build a comprehensive strategy
• Use the profile discovery tool to find the right influencers for your campaign
• Manage and optimize your campaigns with labels, tracking, workflows and more
• Get access to a team of experts that can help you every step of the way

2. Brandwatch

Brandwatch is a social media and consumer intelligence tool that helps brands keep an eye on online trends and conversations surrounding their industries. However, Brandwatch also has an influencer marketing offering to help its customers find and manage influencer relationships.

Features:

• Search through a list of 30+ creators to find the best influencers for your brand
• House all influencer partners in a single dashboard for seamless communication
• Measure campaign results and build reports to share with your team

3. Upfluence

Upfluence is an influencer and affiliate marketing platform that works with AI to help your company improve its influencer marketing strategy. The platform is designed to help teams save time when working with influencers, making it a great option for companies with smaller teams.

Features:

• AI-powered chatbot to auto-generate messages to influencers you’re interested in working with
• Creator matching tools that help you find influencers more likely to work with you
• Streamlined influencer invoicing, product seeding, promo code generation and more

4. Afluencer

Afluencer is one of the leading influencer marketplaces, helping brands and influencers find each other for partnerships and sponsored content. Set criteria, like number of followers, interest, channels and more, as you search so you only find influencers that match the type of campaign you’re running.

Features:

• Create a listing for your brand so potential influencers can learn more about you
• Search for the best influencers for your project using specific criteria and filters
• Manage all influencer conversations in one easy-to-navigate dashboard

5. Grin

Grin is an AI-powered influencer management platform that works to make influencer partnerships as seamless as possible. Grin has tools to help support your influencer marketing strategy every step of the way, from discovery to campaign launch to reporting and analyzing results.

Features:

• Website extension while you browse social media to get even more key data about influencers
• Manage influencer gifting and product seeding directly in one single dashboard
• Manage relationships and influencer payments seamlessly with Grin

6. LTK

LTK, previously known as LIKEtoKNOW.it, started as a linking platform for Instagram influencers to share product and affiliate links easily with their viewers. LTK has since merged with rewardStyle, grown and rebranded, keeping its roots to influencer marketing, but building on it so that it’s a perfect platform for both brands and influencers alike.

Features:

• Get access to an exclusive, invite-only list of influencers who have been vetted and shown proven results
• Take advantage of historical data to help you put together the best influencer campaign for your industry
• Create tracking tags that help you keep an eye on how each campaign is performing

7. Influencity

Influencity is a collaborative influencer marketing platform whose goal is to make communication and partnership between brands and influencers as seamless as possible. With an easy-to-use dashboard and access to over 170 million content creators, Influencity can be a great option for your team.

Features:

• Filter and sort as you search for influencers based on your brand and campaign needs
• Curate lists of influencers and manage your relationships on the platform
• Integrate your ecommerce store for easy product seeding and gifting

8. Mavrck

Mavrck is another full-service influencer marketing software created to help brands work with creators to better reach and sell to their customers. Brands like Disney, Crocs, Express and Netflix have all used Mavrck’s influencer marketing tools, helping the software build a credible client list

Features:

• Survey influencers to build out your market research studies and launch better products
• Build out referral programs or ambassador programs to further boost your sales
• Use the Mavrck Influencer Index to find the best influencers for your needs

9. CLEVER

CLEVER is an influencer marketing agency with a team of experts that can help brands run end-to-end influencer marketing strategies. If you want a fully hands-off approach to your influencer marketing, CLEVER might be the perfect solution for your team and its needs.

Features:

• Get a competitive strategy built that’s fully customized to your team and its KPIs
• Sit back and relax—well, work on other projects—while a trusted team manages your influencers
• Get reports and updates throughout the entire campaign process

10. Shopify Collabs

Shopify Collabs is the perfect solution for businesses, small and large, that run on Shopify. Easily access Shopify Collabs right in your Shopify Admin dashboard and find the best influencers for your needs, industry and products. The platform is completely free for Shopify users, making it an ideal option for ecommerce businesses using this as their website builder.

Features:

• Work with influencers on a number of platforms, including Instagram, YouTube, Twitter, Facebook and Twitch
• Create an affiliate program and seamlessly send out products for influencers to test and review
• Pay creators automatically through the Shopify Billing system you’re already used to

11. YouTube BrandConnect

YouTube BrandConnect is an influencer marketing platform that is obviously run by and affiliated with YouTube and Google. There are nearly 500,000 YouTube influencers in the U.S. alone, so it’s no wonder the company has taken advantage of that and created its own platform to help its users connect and work together.

Features:

• Get connected with the perfect YouTube influencers for your brand
• See unique insights and analytics that only Google can provide
• Work directly with a Google ads representative to make the most of your YouTube influencer marketing

12. Klear

Klear is another full-service influencer marketing platform available to help your brand discover, work with and monitor influencer partnerships. Klear is owned by Meltwater, making this a great option for brands already using that software.

Features:

• Get help sifting through 30+ million influencers with filters and smart AI tools
• Analyze influencer presences across a number of platforms, including Instagram, TikTok, YouTube, Twitter, Pinterest and even blogs
• Use a single portal for all influencer communication and campaign management, making the process as easy as possible

13. Creator.co

Creator.co is a platform that can assist brands with both influencer marketing and affiliate marketing. Creator.co offers services and tools for both brands and creators, working to create the perfect software where the two can meet in harmony.

Features:

• Browse over 200 million profiles across social media platforms like Instagram, TikTok and YouTube
• Manage influencer conversations, campaign details, payment information and more in a single dashboard
• Get access to an industry expert who can work alongside you to create a successful influencer campaign

14. Skeepers

Skeepers is a platform dedicated to helping brands get user-generated content (UGC) for their online presences. It does this by offering software to help brands collect ratings and reviews, create live shopping experiences, create consumer videos and, of course, manage influencer marketing campaigns.

Features:

• Search for the right parts in a community of vetted nano and micro-influencers
• Get help automating a collection of user-generated content you can share on your own social profiles
• Analyze your campaign results in real time with Skeepers’ dashboard

15. Heepsy

Heepsy is a global influencer search engine that allows brands to search for influencers all over the world based on demographics like niche, location, platform and more. Easily find the best influencers for your brand with Heepsy.

Features:

• Browse through millions of available influencers and creators on platforms like Instagram, YouTube and TikTok
• Analyze influencer audiences to find the perfect match for your target customer
• Create influencer lists so you can easily start contacting potential partners

16. Webfluential

Webfluential is a performance influencer marketing platform dedicated to helping brands drive sales due to influencer marketing in the social ecommerce space. With platforms like TikTok and Instagram making it so easy to create online shops, this platform is perfect for ecommerce businesses wanting to make more sales on social media.

Features:

• Create a brief based on what you’re looking for and wait for influencers to pitch to your brand
• Get access to analytics and engagement data to determine which influencers are best for your needs
• Choose between a self-service approach or working with a team of dedicated account managers

Tips for finding the best influencer marketing software for your business

Not sure how to find the best influencer marketing software for your brand’s needs? Here are a few tips to help you out.

Consider the size of your team

The size of your team and your company’s resources will have a major impact on the type of influencer marketing software you decide to use. If you have a small team with just one or two social media managers, you might choose to work with an agency rather than managing this process in house. If you have a full social media team, a self-service tool could be the best solution.

Keep your budget in mind

You have to pay the influencers you work with. How much of the social media budget was allocated for working with influencers? How much budget does this leave you for a platform to help manage your campaign? The software you select may largely depend on how much you have to spend.

Think about your existing tech stack

Many platforms integrate well with some software but may not work so well with others. Think about the platforms you already use and love. For example, Tagger is now owned by Sprout Social. Sprout users may now discover Tagger is the best platforms for them to use due to how well it fits in with our other social media management tools.

Find the best influencer marketing platform for your business

Influencer marketing is a key social media strategy in generating brand awareness, improving your reputation and growing sales. And Tagger by Sprout Social can help streamline your social media management and influencer marketing platform needs. Try us out for 30 days free and see how we can help with all parts of your social media and influencer marketing efforts.

The post 16 influencer marketing platforms to boost your campaigns in 2024 appeared first on Sprout Social.

As businesses continue to look for new and innovative ways to reach their target audiences, influencer marketing is becoming increasingly popular. Influencer marketing is a form of social media marketing that involves leveraging the influence of influential people to promote a product or service. By partnering with influencers, businesses can reach a larger audience and create more meaningful connections with their customers. In 2024, there are a variety of influencer marketing platforms available that can help businesses enhance their campaigns. Here are 16 of the best influencer marketing platforms to consider in 2024:

1. BuzzSumo: BuzzSumo is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

2. Klear: Klear is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

3. Upfluence: Upfluence is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

4. NeoReach: NeoReach is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

5. IZEA: IZEA is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

6. TapInfluence: TapInfluence is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

7. Traackr: Traackr is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

8. HYPR: HYPR is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

9. FameBit: FameBit is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

10. Influicity: Influicity is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

11. AspireIQ: AspireIQ is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

12. SocialPubli: SocialPubli is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

13. BrandSnob: BrandSnob is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

14. Influenster: Influenster is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

15. InflueNex: InflueNex is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

16. Tribe: Tribe is an influencer marketing platform that helps businesses identify and connect with influencers who have the potential to reach their target audience. It also provides detailed analytics so businesses can track the success of their campaigns.

By leveraging these 16 top-notch influencer marketing platforms in 2024, businesses will be able to enhance their campaigns and create more meaningful connections with

Source: sproutsocial.com

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I wasn’t always a social media manager. I started my career as a TV reporter, then worked for a company’s in-house public affairs department, before managing social media professionally. So, I know first-hand how interactions with coworkers and leadership within a company differ when you’re not a social media manager versus when you are one. It’s fascinating really.

When I was TV reporter, no one ever confidently presumed they could do my job, or gave me tips on how I could do my job better. When I worked in the public affairs department, there was absolutely no chance of a vice president or the president’s team emailing me directly about something at work, and certainly not on a weekend. Being a social media manager can sometimes feel like no one knows who you are or cares about what you’re doing until something happens—and then all of a sudden everyone knows who you are and are deeply invested in what you’re doing.

After years of having some of the same encounters with people repeatedly, I’m going to share some of the skills you might not realize you need as a social media manager and could help you experience career longevity in this profession.

1. Build trust across generational gaps

This is certainly not an absolute, but social media strategists and managers tend to skew younger than their supervisors and leadership within the organization. It’s safe to guess the supervisors and leadership also didn’t grow up with social media, and many of them are not avid users. While social media has been with us for more than 20 years and has become a sophisticated revenue generating industry, some still hold the belief that social media is primarily for kids.

Any skepticism held against the position will naturally spill over to skepticism of the person in the role, creating a more challenging environment to build trust. But like all relationship building, it takes time and effort, and one of the most effective ways to do this as a social media manager is through data.

Share data early and often with your superiors. This not only gives you an opportunity to demonstrate that you know what you’re doing, it gives them a chance to see your name in their inboxes and become familiar with who you are. This might be in the form of monthly reports, or weekly updates, or a quick follow up on a particular post or campaign of interest. Even better if you can work out monthly or quarterly in-person or virtual meetings with your department leaders (the most effective way to share metrics with leadership, according to The 2023 Sprout Social Index™). Share good new first, then they’re more likely to listen or seek your recommendations when the news is not good or when the company is in the midst of a social media crisis.

2. Embrace the revolving door of explanations

I can’t remember the countless number of times I’ve had to explain why a flyer or a PDF is not acceptable content for social media (and sometimes to the same person). Lately people have been asking me the same questions about X. “What’s your strategy?,” “What do you think about the latest changes?” etc.

You will find yourself having the same conversations over and over again as a social media manager. But remember, you’re the expert, and they value your opinion, or at least the channel you manage, which is why they’re coming to you in the first place.

Educating others is a huge part of being a social media manager, and one I take very seriously. While you’ve heard yourself explaining the same thing time and again it’s most likely the first time they’ve heard it. For some folks, social media is very unfamiliar and how you respond to basic questions could make them have an adverse reaction toward social media as a whole. Remember, we want to be strong ambassadors for the profession.

3. Capitalize on teachable moments

As the keeper of the “keys” to a brand’s social media accounts, social media managers are inundated with requests to posts things. Sometimes, people will make helpful suggestions and offer great content. Other times, not so much. Each of the “not so much” examples are teachable moments. Instead of responding with “No, sorry…,” and coming across like a gatekeeper, lead with “Thank you for sharing, but this is not a fit…” and communicate why. The next time they make a request, it might be the exact thing you’re looking for and you’ve gained a content partner in the process.

Another frequent request (often demand) many social media managers have to navigate is to establish a presence on yet another new channel. Those who don’t directly manage the brand’s social media channels often see the latest emerging platform as something that must be jumped on rather than thinking it through, assuming more is better when it comes to social. But it’s your responsibility to be strategic about the platforms your brand chooses to be active on. Ask specific questions of your colleagues and leadership to facilitate this reoccurring discussion.

Continuing the conversation

In my upcoming book, “Organic Social Media, How to Build Flourishing Online Communities,” you’ll find more conversational guides on how to approach these situations, and more tips on building trust and managing up. I also have an entire chapter on choosing the right platforms. My goal is to help you enjoy a long and successful career in this profession.

Looking for more guidance to elevate your social media career? Join The Arboretum, Sprout’s member-driven virtual community built by social media and marketing professionals.

The post 3 analog skills every social media manager needs, from one who’s been in the field 12+ years appeared first on Sprout Social.

Social media managers with 12+ years of experience have a wealth of knowledge and experience that can be invaluable to any organization. They understand the nuances of the digital landscape and can provide invaluable insights into how to effectively leverage social media for maximum impact. However, it’s important to remember that social media management is not just about understanding the latest trends and technologies; it’s also about having the right analog skills to ensure success. Here are some essential analog skills for social media managers with 12+ years of experience.

1. Communication: Communication is key for any successful social media manager. They must be able to effectively communicate with their team, clients, and followers in order to ensure that everyone is on the same page. This means having excellent verbal and written communication skills, as well as being able to effectively listen and understand what others are saying.

2. Organization: Social media managers must be able to keep track of multiple projects at once and stay organized in order to ensure that all tasks are completed on time and within budget. This means having excellent organizational skills, including the ability to prioritize tasks and manage time efficiently.

3. Creativity: Social media managers must be able to come up with creative solutions to problems and think outside the box when it comes to content creation. This means having a good eye for design, an understanding of how to create compelling visuals, and the ability to come up with unique ideas that will engage followers.

4. Adaptability: Social media managers must be able to quickly adapt to changes in the digital landscape. This means being able to stay up-to-date on the latest trends and technologies, as well as being able to adjust strategies and tactics in order to meet the needs of their clients.

5. Analytical Thinking: Social media managers must be able to analyze data in order to make informed decisions about their strategies and tactics. This means having excellent analytical skills, including the ability to interpret data and draw meaningful conclusions from it.

These are just some of the essential analog skills that social media managers with 12+ years of experience must possess in order to be successful. Having these skills will enable them to effectively manage social media accounts, create compelling content, and drive results for their clients.

Source: sproutsocial.com

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Reflecting on the concept of social media management ten years ago, the term that resonates is strategic. In the early days of social media usage by companies, the focus was primarily on content dissemination and minimal interaction with the audience. For some, it was a trial run. For others, it was a task delegated to the intern who “understood” it.

The initial design of social media platforms was intended for individual users rather than for companies or groups. Our goal was to create a tool that would enable any organization to thrive. Our first version of the product assisted social media teams in creating content schedules, identifying and replying to pertinent comments, effortlessly posting on various platforms, and monitoring indirect measures of achievement (recall Klout scores?).

Over time, social activity ballooned, matured and fractured as new networks, content formats and communities emerged. Consumer usage became mainstream and multi-generational. Brands’ investment in social began to reflect this wider and more committed adoption. Today, more than 4.9 billion people worldwide use social media, and 53% of consumers have increased their social media usage over the past two years. Social ad spending in the US alone is expected to surpass $80 billion by 2025. None of these patterns show signs of reversing course.

Customers now view social media as a way to connect with the businesses and issues they are passionate about, providing a quicker and more engaging experience than traditional email support and toll-free phone numbers. Social media is no longer just a new marketing platform or a specialized communication channel, it is quickly becoming the central hub for customer interactions and the main online representation of brands.

What does that mean for the next generation of social media management solutions? 
Brands will need more than just the next iteration of tools. Simply responding to more customers, publishing on more networks and sharing raw data across teams, will only go so far.

With the growing trend of consumers using social media as the central point of their digital lives, companies have the opportunity to gain a deeper understanding of their target audience and market. This insight can be shared across the entire organization. Social media management tools will develop into the key link that fortifies the relationship between companies and their customers, integrated into every team, strategy, and interaction with customers.

The next generation of business on social is not particularly about “social” at all. It’s about real digital customer relationships.

Customer intelligence is converging on social

Social customer care has revolutionized the way marketing and customer support teams function. In the past, there may not have been a need for frequent communication and collaboration between these teams, but social media has made it essential for them to work closely together. As social media becomes the main source of detailed consumer insights, consider the potential impact it could have on other departments and their operations.

Consider the speed and richness of customer information you can glean from social compared to channels like email or phone. Social content is immediate, continuous and more fully represents the person. Email, phone and other channels are far more asynchronous—frustratingly for days with email—and are episodic, giving a limited view of the customer. An Instagram Story reply happens in real time whereas an email might go unread for days, or weeks. Who a customer follows on X (formerly Twitter) and interacts with says a lot more about who they are as a person compared to one service representative’s short conversation on a support call.

With people putting more and more of their lives online—including their lives as customers—social data is becoming the core representation of the customer. This impacts and benefits every team, even when they’re not on the front lines of social. We’re seeing departments like recruiting, legal and product asking to get involved in social, a reality I never anticipated seeing when we started Sprout over a decade ago.

Social media is becoming increasingly intricate, and brands must take into account the rapid shifts and diversification occurring on new platforms and changing consumer tastes. With a greater variety of social networks available, consumers are encountering a broader range of viewpoints from other users, influencers, and businesses. This makes it essential for brands to show that they comprehend the desires of their audience in each specific environment.

This growing bounty of intelligence means social media will continue to supplant traditional market and customer research, as well as legacy customer records. But businesses need tools that can aggregate, disseminate and analyze social data at scale and across the organization, before it decays—whether that’s because the opportunity passed, preferences already shifted or a competitor acted first.

To take advantage of the potential that social media offers, brands will need sophisticated and refined technology. Simply allocating more funds and personnel will not suffice. To consistently provide the outstanding experiences that consumers demand, and to fully understand the customer, social media management tools must become more user-friendly, intuitive, and specifically designed for each team.

The future of social media management is…

As newer generations emerge and new platforms are introduced, social media will become increasingly integrated into society and business operations. It plays a crucial role in customer engagement and gathering valuable insights for businesses. Social media is the primary channel for building and maintaining brand reputation and seizing opportunities.

For organizations to be truly customer-centric, the future of social media management solutions must be built with these four pillars in mind:

1. Ubiquitous. With social becoming the kernel of the customer record, social media management solutions will need to become accessible and consumable by every team. That doesn’t mean your sales team is suddenly going to be posting Reels. Rather, democratizing access to your social management platform means upleveling data and insights for specific departments, business processes and decision makers.

Currently, only the most innovative companies widely distribute social media insights throughout their organizations. In the future, this will be a standard practice. The next era will be marked by all teams recognizing the importance of social data in effectively responding to customer, product, and business opportunities.

2. Personalized. While brands aren’t rushing to remove traditional channels like phone and email from their communication strategies, social is raising the bar for how and when they engage with their audience. Consumers don’t just want brands to respond to them on social; 70% of them expect companies to solve their problem in a personalized manner. But “personalization” has to mean more than populating dynamic fields with standard name or location inputs.

Younger generations, in particular, bring any and all issues to brands on social, assuming they’ll be met with swift and authentic interactions. They expect the people behind the brand account to treat them the way they’d be treated walking into a local, independently owned shop: with empathy and acknowledgement of their individual preferences. With powerful social media management tools that intuitively surface the context they brands need to truly know each customer on this level, they can engage accordingly.

3. Intelligent. Expecting teams to manually collate massive amounts of social listening data and transform it into actionable recommendations takes time away from their core work. Departments need answers, not more chores. With AI innovation, expect to see social media management solutions to automate and elevate how social data is used across teams. AI and automation can, for example, present recommendations that empower brands to create highly personalized experiences in no time at all. Beyond saving time and resources, AI advancements in social media management solutions will enable teams to build relationships that influence revenue and loyalty at scale.

4. Interoperable. Customer relationships start, grow and expand on social. So it’s unsurprising that 96% of business leaders expect social data to be integrated into their organization’s CRM capabilities over the next three years. But integration is just the beginning.

It’s not enough to simply grant every department access to social data. Social media management solutions should process, package and seamlessly integrate data with the entirety of your organization’s tech stack. Social media management tools will become the go-to source that every team uses for immediate, in-depth market insights and customer intelligence.

The social media management solutions of tomorrow will be designed with every team in mind

Thirteen years ago, we began our journey at Sprout with the goal of assisting social media teams in streamlining the tedious tasks that were overwhelming their daily routines. Our aim was to provide support to social media marketers, many of whom were operating solo, by equipping them with the necessary resources to manage the demands of content creation and audience interaction inherent in their roles.

But consumers expect more from brands now as social increasingly becomes the digital hub of their lives. The future of customer experience and understanding starts and ends with social. And social media management solutions must evolve to be more than an island, but a primary source purpose-built for every team to harness consumer insights and build deeper relationships.

For more perspective into how consumers’ social media behaviors and expectations are evolving, download The Sprout Social Index™ today.

The post What to expect from social media management in 2028 appeared first on Sprout Social.

The world of social media management is ever-changing, and the landscape of the industry is expected to look drastically different by 2028. As technology continues to evolve, so too will the way businesses manage their social media presence. Here are some of the ways that social media management will likely evolve by 2028.

First, the use of artificial intelligence (AI) in social media management will become more widespread. AI-driven tools will be used to automate mundane tasks such as scheduling posts, responding to comments, and analyzing data. This will free up time for social media managers to focus on more creative aspects of their job. AI will also be used to create more personalized content for users, as well as to identify potential customers and target them with relevant ads.

Second, the use of virtual reality (VR) and augmented reality (AR) in social media management will become more common. VR and AR can be used to create immersive experiences for users, such as virtual tours of a business’s location or AR-enabled product demonstrations. This will allow businesses to engage with their customers in a more interactive way and provide a unique experience that sets them apart from their competitors.

Third, the use of chatbots in social media management will become increasingly popular. Chatbots can be used to respond to customer inquiries quickly and accurately, as well as to provide personalized customer service. This will help businesses save time and money while providing customers with a better overall experience.

Finally, the use of analytics in social media management will become even more important. Analytics tools will be used to track user engagement, measure the effectiveness of campaigns, and identify trends in customer behavior. This data can then be used to inform decisions about content creation, advertising strategies, and customer service initiatives.

Overall, social media management is expected to look drastically different by 2028. Businesses will need to embrace new technologies such as AI, VR, AR, and chatbots in order to stay competitive in an ever-changing landscape. Additionally, analytics will become increasingly important for measuring the success of campaigns and identifying trends in customer behavior. By taking advantage of these new technologies and strategies, businesses can ensure that their social media presence remains successful in the years to come.

Source: sproutsocial.com

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