Although we all know the large audience that businesses
can potentially reach through a strong social media campaign, one of the biggest
complaints from professionals is that this marketing channel is too time
consuming to manage and monitor.
And while social media may be time
consuming, there are many tools available that can help ease the commitment
of posting content to multiple networks on a regular basis. In fact, many
brands leverage some type of social media management dashboard to help with
their social media campaigns.
Until now, we weren’t sure which social
dashboards are the most popular among the Web’s top brands. However, a new
survey from Pingdom reveals which social media
management systems (SMMS) are the most used among 96 of the world’s top
brands, including Coca-Cola, Google, IBM and McDonalds.
The study took a look at the last 20 tweets
from each brand, and then examined which tools were used to post each status
update. And the most popular social media management system is...
The survey reveals that 20 percent of the
examined brands use HootSuite, including H&M, eBay, UPS and IBM. The second
most popular SMMS with 16 percent of the examined brands leveraging its
services is TweetDeck, followed by 9 percent who use SocialEngage.
However, one of the study's most interesting finds reveals that 28 out of the
96 examined accounts didn't use any SMMS for posting tweets.
Other survey findings show that the examined
brands used a total of 42 different apps to post tweets, including Instagram
which is becoming an increasingly popular posting alternative. Additionally, it
is important to note that some accounts actually use more than one SMMS to post
updates from. For example, @ciscosystems tweets from Crowdbooster, Tweetdeck, StockTwits, Sprinklr and Twitter’s website.
Which social media management system do you
use? Let us know in the comments section below.