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A social media management system (SMSS) is a system you can use to manage interactions with customers and monitor the different types of social media conversations you’re having. They can pull in information from across your social platforms and help you manage your content.
They are important because:
An all-in-one social media management system (SMSS) is a solution designed to meet the needs of all social media functions including marketing, engagement, customer service, listening, and PR.
The benefits of an all-in-one system are:
A best-of-breed solution is a solution purpose-built for a specific social media function. For example, analytics: there might be a specific tool that gives you analytics off the back of your social media; there might be a tool that just does monitoring. Hootsuite is a very popular tool, which focuses extensively on social media monitoring.
The three benefits of a best-of-breed solution are:
Automated content distribution (ACD) is a rules-based programmatic routing of content to users and user groups. This is typically a way of getting content out to customers quickly, across lots of channels. It allows you to publish content much faster to a broad audience and really save a lot of time internally.
ACD can be beneficial because it:
The core requirements of a contact center SMMS are:
It is important to leverage internal IT expertise to evaluate the security capabilities of an SMMS. ISO/IEC 27001 is the best-known standard for providing requirements for an information security management system, as it provides a systematic approach to managing sensitive company information so that it remains secure.
Make sure that key features are embedded into the SMMS from a security perspective, such as:
They all form a key part of best practice to prevent the risk of ‘data leakage,’ which is the unauthorized transfer of classified information outside of the organization. Data leakage has been identified as posing the greatest IT risks for SMEs (followed by cyber attacks).
There are different types of analytics that you can get out of a SMMS. This is something you’re going to want to work with your IT department on, but primarily you want to make sure that you can get:
Christian Polman is a General Manager at Eone, Europe. He has driven digital marketing strategy through analytics and research to solve strategic and operating challenges and develop business plans for Fortune 100 brands.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
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You can find more information and content like this on the Digital Marketing Institute's Membership Library
You will not be assessed on this content in your final exam.
ABOUT THIS DIGITAL MARKETING MODULE
This module introduces the concept of social customer service and highlights the social channels that are most often leveraged for this activity. It provides you with best practices you can follow to create and implement a robust social customer service strategy – and to manage it effectively. It also provides best practices for measuring customer satisfaction with the social customer service they receive, and for training social customer service agents. Finally, you learn how to build, grow, and maintain online support communities.
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