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

3 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.

  3. I think there’s a lot of other tools to apply on social media, we just need to explore new one and tips. Find time to read blogs on social media to add our knowledge.

Comments are closed.