May 29, 2014, 12:45 p.m

Manage social Media accounts

Sprinklr and Spredfast tools aim to serve big corporations that need multi-brand social media management.

11 Management Systems That Can Help You Get A Handle On Social

(click image for larger view and for slideshow) The only thing proliferating faster than social media management tools are the accounts, profiles, and pages big brands and major corporations have established on Facebook, Twitter, and other social media sites.

An organization that has hundreds of social media accounts may well have too many-particularly in the absence of any coordinated scheme for tracking who has access to which accounts-and which accounts have access to specific resources like Facebook business pages. Particularly in the early days of social media enthusiasts establishing a brand presence, many accounts were established by a lone individual trying to make a point. Even when managed with more discipline, social accounts tend to proliferate because they are associated with different brands or marketing campaigns.

While social media management products make so many overlapping claims that they can sound like they all do the same things, only a handful of products target this kind of scalability. Sprinklr and Spredfast are a couple I've spoken with recently. A recent Altimeter Group publication, "Buyer's Guide: A Strategy for Managing Social Media Proliferation, " puts Sprinklr at the top end of its ranking of products with the most capability to serve large organizations, with Spredfast close behind.

The report also notes that no one product addresses every need. For example, Buddy Media's social media management platform is used by some very big brands because of the strength of its Facebook page management and Facebook applications, even if those organizations don't use Buddy for other aspects of their social media management strategy, such as publishing posts across multiple social media platforms. There are also other dimensions of scalability. Hearsay specializes in helping corporate organizations coordinate with field sales representatives or franchisees to distribute messages through social media, while monitoring or filtering those messages for compliance with corporate policy or industry regulations.

Where products like Sprinklr and Spredfast stand out is in their ability to coordinate social media publishing and customer response across large teams and many social media identities.

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Popular Q&A

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Which software you use to manage your #SocialMedia Accounts?

I use HootSuite, I like the UI, and even the free version has lots of great features.

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