Shouting about social media management tools: helping to build meaningful relationships

Helen Reid

Helen Reid
MarComms Strategist

25 September 2014


Social media management tools are are essential for any business with an active social media presence nowadays. As social media marketers, we’re well aware that they're necessary for developing and maintaining good relationships with your consumers as well as obtaining key insights about your social media audience.

There are hundreds of tools available to us such as Sprout Social, Simply Measured, Engagor and many more. They all have their own unique features and ways of delivering essential data to help inform and improve your social strategy. Often, these tools include social listening functions where you are able to input keywords into a system that are reflective of your brand and pull in the data that highlights what consumers around the globe could potentially be saying about your brand.

Some include competitor analysis features and deep listening functions that allow you to determine where and when your consumers are talking about you.

These are crucial elements that we would recommend any business takes into consideration when developing or progressing their social strategy. Knowing what time your audience is most active could help you improve engagement; knowing where they are posting from could help you tailor your content to key target audiences and finding customers who are talking about your brand or products (but not necessarily talking to you directly) could help you increase customer acquisition by showing them that you’re listening and care.

Another benefit that social management tools provide is the ability to fully monitor who is talking to you across the breadth of your social media presence. Being aware of customer interaction, however big or small, is an opportunity for your brand to further engage with that consumer and show your appreciation for their attention.

Customers want to have real human conversations on social networks, so listen to what they are saying about your brand, product or service and tailor your response accordingly. Automation is not the answer here, keep it personable.


It’s also important to remember that whoever is in the driving seat of your social media response team needs a strategy to answer the variation of comments, requests or complaints coming through to your channel. They have the tricky job of providing timely responses that are accurate and appropriate, often with minimal approval or oversight. Developing and continually evolving a social customer service and escalation strategy will help your brand to achieve consistency and give the consumer a real expectation of what to expect from you in any given situation.

For more information on social media management tools or customer service on social media, get in touch with our social media team today!