When brands are actively engaging their audiences on social media, the various networks can definitely contribute to a company's bottom line if marketers know what to look for. Businesses, however, are still struggling to understand the value that social media brings but of course there is software to help.
Marketing automation provider Act-On Software, for example, has announced the release of its Advanced Social Media Module that includes publishing, listening and reporting capabilities to power marketing efforts on the channel. The module does what many of the top social media management platforms already do (like, comment and share posts from Twitter, LinkedIn, Facebook and Google+ as well as "listen" to brand mentions and publish posts from the user interface). Where the new offering stands out is in content curation and the social selling process.
It can be difficult to find relevant content to share (that is not owned media), but Act-On will deliver content recommendations based on an audience’s engagement with what the company has been sharing. The more engagement a post generates – clicks, comments, likes and conversions – the more the engine will deliver marketers similar content to share. This machine learning can definitely be beneficial for marketers struggling to find content to share and questioning whether what they are sharing is resonating or not.
For selling, Act-On uses social behaviors across Facebook, LinkedIn, Twitter, and Google+ to automatically score, segment and nurture buyers. In addition, users can track the conversions of social leads and attribute revenue back to specific social campaigns and channels. With the ability to add role permissions, sales teams can begin to use social for better customer relationship management.
When it comes to reporting, users of the module can track campaign performance across social channels and individual advocates including clicks, leads, opportunities and revenue generated.
"Social media is a critical channel for marketers and should not be executed in a silo. It must be integrated into the overall marketing strategy to realize its full potential," said Kevin Bobowski, CMO of Act-On Software. "Act-On's Advanced Social Media Module empowers marketers to leverage social data to deliver more personalized, real-time experiences for prospects and customers, resulting in better conversions and more loyal advocates."