Yesterday, Jeremiah Owyang, with Andrew Jones and Christine Tran – from the Altimeter Group, published “A Strategy for Managing Social Media Proliferation”.

It’s so huge and so packed with goodness about Social Media Management Systems (SMMS) that I couldn’t do it justice in three bullet points. I extracted three choice quotes below.

Choice quotes:

  • “Corporations should not jump into social media without a clear goal…Instead align goals towards business objectives.” (p. 23)
  • “Unlike one-way marketing of yester-year, company must be ready to engage with negative conversations, often taking them head-on.” (p. 23)
  • “New media efforts will be scrutinized by management as budgets shift. Be prepared to measure.” (p. 23)


  • They’re correct in emphasizing the importance of strategy and process beyond the tools.
  • Twenty-seven SMMS providers were evaluated (!!!). Why so many? Like they say, low barriers to entry – after all, API’s are so easy, right? (They’re not. Easy to get in. Hard to do well.)
  • Social is a very different beast. The TL;DR is page 23. Then flip to page 14 to see an excellent radar of the space.

Blatant Call Out (I head up research at Syncapse):

  • In that ranking of 27 SMMS, Syncapse scored ‘strong capabilities’ in 4 out of the 5 use cases, and ‘above average’ in the other one. Syncapse was the only partner to score so well.

The report is a must read if you have any interest in this space, starting a strategy, or preparing a RFP.


I’m Christopher Berry.
I tweet about analytics @cjpberry
I write at

2 thoughts on “Social Media Management Systems and Strategy

  1. Mac says:

    You can use different social media tools to seek out knowledge/content, aggregate it so that you can store it/find it later in an organised fashion, reflect on this knowledge.

    social media sales MA

  2. Hi Mac,

    You could.

    There’s a tendency to desire a single, ‘whole product’, that is very common in the technology sector. It’s well documented in the literature.

    There’s also a tendency to select the best-in-breed, world-class solutions and try to blend them altogether on your own.

    Both approaches have drawbacks.

    For my part, I’ve always aimed to put together a whole solution.

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