Top 5 Social Media Tools Companies Use

We all know the three most popular social media apps in our toolkit are: Facebook, Twitter and LinkedIn. But what else are companies using to have an edge and be more efficient and productive in their social media efforts? How are they actually Tweeting? How are they monitoring? Here are five tools that were found to be popular and widely used among brands and businesses!

A. Cotweet

What’s awesome: Web-based social media engagement, management and reporting solution that helps companies of all sizes engage, track and analyze conversations about their brands across the most popular and influential social communities today, Twitter and Facebook.

Not so awesome: There can be issues with lag time in Tweets being posted and there is a lack of autofill of Twitter names for tagging in tweets and hashtags.

Companies that use it: Whole foods

Price: Standard for $600 or $1500/month for the Enterprise Edition (unlimited users, unlimited accounts). This is what I’ve read through other sources. The website does not tell exact prices unless you consult a sales agent.

B. Radian6

What’s awesome: A social media engagement tool that also lets you to find out who the top influencers are for your product/service category along with tracking conversations and engagement impact on your brand.
Not so awesome: The CRM capability would be great to have and thanks to their new integration with Salesforce, it is possible now via the integration.
Companies that use it: Dominos
Price: Radian6 dashboard pricing starts at $600 per month. They also offer a 50% discount for registered and qualified charitable organizations. Contact Sales for more info.

C. Tweetdeck

What’s awesome: Ability to listen, monitor, respond, and engage efficiently and effectively on your social platforms from one dashboard or on the go.
Not so awesome: Lacking Google Analytics integration and the ability to save draft tweets to schedule for later (why many have switched to hootsuite).
Companies that use it: NBC
Price: Free

D. Seesmic

What’s awesome: You can monitor mentions with ease by utilizing one dashboard for all your social platforms. Cool perk? Integration with Evernote and other nifty apps!
Not so awesome: Lacking theme support and push notification features for smartphone app.
Companies that use it: Samsung
Price: Free

E. Klout

What’s awesome: Determine your “influence” and compare/contrast with others in order to see how far your brand reaches and how your social networks like Twitter and Facebook impact that influence or target larger influencers in your target market to spread the word. Cool integration with Google Reader for blog influence too!
Not so awesome: Measuring of ROI regarding perk program for influencers appears difficult
Companies that use it: Audi
Price: Free
This post was originally written for Socialnomics

5 Social Media Snafus and How to Avoid Them

Ever worry about making a “social media snafu?” That’s a good thing! Being concerned, alert, and watching what you do on your social media channels is better than posting away blindly and not having a “method to your madness.” Time and time again brands have made mistakes, and I will tell you now, it will happen to most of us. Whether it’s minor like a mistaken Tweet or larger like a contest gone wrong, we all make mistakes. But here are some “snafus” major brands have made (aka they’re human too) and you can learn from and hopefully avoid in the future.

1. Wrong Tweet!

Who hasn’t seen the Red Cross mis-Tweet? It went viral after the mistaken Tweet, but luckily Red Cross handled it well and with grace. The organization assured loyal donors they were indeed “sober” but the cool thing was the Tweets and hashtags used (which continued via Dogfish beer) raised more donations. Who knew showing a little human side could raise more awareness and create more ROI?

Despite this, it is best to keep your personal and professional Tweets separate if possible. For example, on my iphone I have both the Twitter app and the Hootsuite app. Not a fan of those apps? Pick and choose which Twitter apps you prefer for on-the-go. It’s great to do it this way so you can use one for work, and one for your own personal brand. I have definitely made the mistake of Tweeting on the wrong handle, and I find it easiest for me to keep things separate in order to avoid future “snafus” like Red Cross had.


2. Who has the keys?

Although the “younger” folks know how to use social media because they’ve been thrown into it at an earlier age…does that mean they know how to utilize it properly for business initiatives, strategies, and endeavors? Hopefully when making hiring decisions and “handing over keys” companies will not just hire on experience of use, but experience of business strategy and implementation. Unfortunately for Vodafone, they realized that after the fact. They had a junior employee handling their community and the young gentlemen foolishly posted a homophobic comment on the brand’s Twitter page. Immature? Yes. Inexperienced? Most definitely.

Hand over the keys with care, folks — it’s just your brand’s reputation on the line.



Ever worry about making a “social media snafu?” That’s a good thing! Being concerned, alert, and watching what you do on your social media channels is better than posting away blindly and not having a “method to your madness.” Time and time again brands have made mistakes, and I will tell you now, it will happen to most of us. Whether it’s minor like a mistaken Tweet or larger like a contest gone wrong, we all make mistakes. But here are some “snafus” major brands have made (aka they’re human too) and you can learn from and hopefully avoid in the future.

3. Customer Service?!

Ever had a customer service rep fall asleep while making a house call? This person sure did! And unfortunately for this guy, everyone else has shared in his “nap” too.

Comcast realized this type of customer service is intolerable. They ramped up their Twitter Customer service efforts and has since become an industry leader inTwitter Customer Service help. Thus, it is possible to turn things around…and it is imperative to do so as soon as possible! Customer service is key for many brands, and without it consumers loyalty may be MIA. Using Twitter like Comcast does for instant and real-time customer service for their consumers is definitely a great way to go about it.

4. Video gone wrong!

Motrin had a promotional video where a woman described how wearing a baby sling is great to bond with her child, it can also cause the mother great pain. This video was controversial with the target market of this promotion. The video quickly went viral…isn’t that great? Not so much when mothers all around are vehemently protesting said video. There were blog posts, Tweets, Facebook updates and more regarding the offensive campaign. Yikes! Motrin shut down the video and apologized, but the video was still out there and had been seen by many.


Lesson? When focusing on a particular target market and using media that is instant online such as videos, strategize and make sure it truly caters towards that target market. Not all campaigns work, and there will be backlash on many occasions, as consumers all have a voice via social media. It’s the risk brands take in a market where most content is consumer generated. But, it can also be just as rewarding. So brands – strategize carefully and realize what your market wants before you release it.

5. Where’s your target market?

Speaking of target markets…where are they online? Facebook? Twitter? Blogs? It is key for brands to figure out where their target market is. And although it’s good to be present on all the main sites, it’s more important to have a “home base” and focus on where your consumers are listening and engaging the most. Target made the mistake of not doing such. They ignored a blogger, saying their consumers don’t read blogs. Tsk! Tsk! Was there market research to back this up? Even so, you don’t ignore potential and current consumers and definitely not bloggers who could and should be used for brand promotion campaigns. Old school views are not going to work when the main stream market is consuming most information via new media. In short, find your market online, listen, engage, and monitor.


In the end, mistakes will happen. But be graceful, be honest, and be human. Brands are not impervious to mistakes and we have seen that above. Consumers want to see and embrace the human side of brands, so let them. Just minimize the mistakes if you can via an exceptional social media management team.

Note: this post was originally written for oneforty, which was acquired by Hubspot. 

5 Reasons Why Twitter is Not a Fad

Even in 2011, there are many people who are hesitant or skeptical regarding the use and benefits of Twitter. I shake my head and “sigh” at these folks. Twitter, although simple to begin using (such as tweeting, retweeting, hashtags, etc), is not so simple to finesse and engage with. It takes time and effort to get the art and science balance ofTwitter and its benefits. But when used correctly, brands (whether personal or companies) can truly increase their marketing efforts. Thus, it is not an app that is going to go away anytime soon…face it folks, Twitter is still here and you should take the time to embrace it. And here’s why…

1. Customer Service: Like the idea of instant customer service in real-time? Who doesn’t? Well Twitter is the answer. You can tweet to a company who uses Twitter for their customer service and their community manager should respond within minutes to whatever question, grievance, or comment you may have. For example, I made a comment to Zipcar once via Twitter, and within seconds I had a response. Who wants to pick up the phone and sit on hold when you can Tweet it?


2. Targeted element: Rather than reaching out to the mass media and just Tweeting to no-man’s-land…Twitter helps people target who they’re talking to. For example you can make Twitter lists of people who are current customer, potential customers, etc. Then when you see them Tweet, you can respond with a targeted tweet whether it be a special promotion for first time customers or a discount for being a loyal consumer.Twitter allows your brand to show your consumers you care about each one, and are listening and catering to their needs. For example, Petco does promotional tweets, which allow you get discounts and/or win contests for freebies if you answer a trivia question. Great way to promote the brand and create conversation too. One note of caution though — be careful not to spam. You may scare away potential or current consumers. Think before you Tweet!

3. Open vs. closed: Certain platforms are good for some things and others are better for other things. But the way Twitter is set up, it’s very easy for businesses to have a conversation with customers but still drive traffic to their site and take the conversation and activity elsewhere. Whereas Facebook pages it’s like everything is locked up inFacebook (or so it seems). Thus, you’re taking it past Twitter and putting it where and when customers want it. For example, brands such as Johnny Cupcakes utilize Twitterto talk about new T-shirts that are being released, and allow consumers to click right then and there on a link to the page with the new item. Convenient and “tweet worthy!”


4. Building Relationships: Unlike those who just Tweet stuff about themselves,Twitter can be a great vehicle to build relationships with both potential and current consumers. For example, when brands tweet back to people, respond to questions, and/or JUST to comment back with a laugh and appreciative banter…that’s where relationships form. The building blocks to successful relationships of course include time and effort, but it can start with a Tweet, which allows for that consumer (potential or loyal) to feel special and connected to a brand, especially when it’s a large one. Just take a look at Domino’s Twitter feed below…even a simple thanks can go a long way, whether it’s a consumer buying their pizza and/or sharing the customer experience with friends and so on and so forth.


5. All the cool kids are doing it: When a social media tool goes beyond brands and trendy people using it, that’s when it causes a real stir. For example, when it comes to national crisis events, Twitter has been used to get the word out faster and allow people to know what’s going on whether it’s regarding a national disaster or something else. In short, Twitter is a great — no, exceptional — vehicle for getting the word out, quickly, efficiently, and to the people you want to hear it when and where they want to listen to it.


So what are you waiting for? Hop on the bandwagon before it leaves you behind! Tweet it up!

Note: this post was originally written for oneforty, which was acquired by Hubspot.