Published on septiembre 3rd, 2009 | by admin0
Corporate Twitter Toolbox: Twitter Tools for the Enterprise.
Twitter is a great listening post for companies to monitor conversations related to their brand and engage with customers; and there are a variety of tools available to help groups and corporations tweet, collaborate, and generally manage their Twitter () workflows.
From tweeting and responding to customers to tracking the conversation and measuring the effectiveness of Twitter campaigns, there is a bevy of great tools out there for corporate tweeters. Finding the right Twitter applications is a challenge for social media managers, though, because new apps seem to spring up each day and they often have overlapping feature sets.
This is a list of the top Twitter tools to manage your social media engagement with your customers. While it isn’t a comprehensive list of every available tool, it does cover the market leaders in each category. Let us know in the comments which other tools you use to manage your professional Twitter workflow.
Preparing to Use Social Media
Before you start pouring resources into Twitter, the first thing you should do is make sure that’s where your customers actually are. Marketers can use the Forrester Profile Calculator to generate technographic profiles of their customers and how they are likely to use social media. This profile shows how many of your targeted customers are likely to be active in social media and further categorizes customers based on whether they are likely to create original content like blog posts and tweets or if they are just likely to read blogs, forums, or watch videos, etc. Companies can use this information as a way to develop an optimal social media plan and allocate resources to respond to comments.
Radian6 and Techrigy’s SM2 offer tools to help businesses find out where their customers are really talking. It’s important to figure out which social media tools your customers are using before you begin planning a social media campaign. Listen first before you engage.
Both tools have comparable functionality and are widely used, though SM2 has a simpler pricing model and excellent data manipulation and graphing capability, while Radian6 offers the unique capability to track impressions for each conversation on Twitter or blogs. This is useful for measuring the social media impact of that conversation across the social graph of a specific tweeter or blogger.
You can use these tools to identify who specifically are the social media influencers that talk about your brand, your industry, and your competition and you can plan to engage them on a more personal level. This is immensely useful for building evangelism programs by identifying your top customers active on social media.
Managing Your Twitter Presence
It offers support for multiple users to tweet from one account, multi-profile support for one user to tweet from multiple Twitter accounts, and supports groups, and in-depth reporting on each tweeted link.
Christine Jean Chambers, Interactive Producer and Online Media Planner for BET, uses Hootsuite to track which content is resonating with their audience. “For example, during the BET Awards ’09 in June, we took over the entire top 10 trending topics on Twitter, which is pretty extraordinary,” she said. “We monitored this flux of activity using Hootsuite and were able to gauge the success of the delivery of our content on Twitter precisely because of trackable links Hootsuite provides.”
Grace Suriel of the Discovery Channel’s Marketing Communications team, meanwhile, uses Hootsuite to manage both the @AnimalPlanet Twitter account and her personal account. She uses Hootsuite to track all Animal Planet mentions as well as mentions of any of their key series. “It’s great seeing how many people click on the links I tweet,” she said, “When something is a hit, it’s very exciting. When a link doesn’t perform as well, I see it as a challenge from @AnimalPlanet’s followers to point them to content that is more interesting, engaging and current.”
CoTweet is another web-based Twitter client built for the enterprise. It offers multi-user and multi-profile support, and integrated Bit.ly reporting. CoTweet is used by Jet Blue, Sun Microsystems, Starbucks, Whole Foods, and even Twitter itself.
Sumaya Kazi, Senior Social Media Manager at Sun Microsystems, who manages the @sunmicrosystems account, says “We love the fact that CoTweet integrates with Bit.ly because it offers seamless reporting of each tweet posted via CoTweet in our Bit.ly account.”
Jodi Brown, the Marketing & Interactive Director for Metro Canada, uses CoTweet because of its unique “Followup” feature. CoTweet has workflow built into it so you can tweet together as a team and assign a particular tweet to a particular team member for followup.
On the desktop, the two most popular clients among enterprise users are probably TweetDeck () and Seesmic Desktop (). Both clients have multi-profile support, so enterprise tweeters can use them to manage both personal and company Twitter accounts. They don’t have multi-user support like CoTweet and HootSuite, but they are each ideal choices for single community managers that need a robust desktop client.
Morgan Stanley of @JetBlue uses Seesmic Desktop because of its unique audible cues that are not present in other Twitter clients. This allows tweeters to set up different sounds when their brand is mentioned by a customer in an @reply vs. when it shows up in search. This can help users to prioritize when to interrupt other work to respond to a customer.
On the iPhone, both Twittelator () and Tweetie () are worthwhile choices for enterprise tweeters because they both support multiple profiles. Each has similar feature sets, so are favorites among serious Twitter users. Essentially, it will come down to your comfort level with the UI that will be the deciding factor for which one you decide to use.
Via.Mashable.by Sudha Jamthe