New Gleanster Research Reveals Best Practices in Social Media Engagement

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Buddy Media, Context Optional, Crowd Factory, Involver, Syncapse, Vitrue, Wildfire Interactive and Zuberance Take Top Honors Across Four Key Dimensions of Assessment

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Social media engagement is driven by a new breed of enabling technologies and techniques that are firmly rooted in the management, analysis and measurement of social data.

Gleanster today announced the publication of a new Gleansight benchmark report, called Social Media Engagement. The term speaks to the idea that companies need to leverage the ubiquity of social media as not only a marketing vehicle but as a platform for interacting with consumers and enhancing the value of their customer relationships across social networks in a systematic and interactive fashion.

Drawing from the experiences of 389 companies, the report offers a comprehensive look at how Top Performers are aligning their engagement efforts with the attitudes and sensibilities of the modern consumer, who tends to be skeptical of company-generated advertising messages and who primarily relies on the experiences and recommendations of others to inform his or her buying decisions.

“Social media engagement is driven by a new breed of enabling technologies and techniques that are firmly rooted in the management, analysis and measurement of social data, a better understanding of online behavior, and an evolving corporate mindset that recognizes the value of consumer engagement on the social web,” said Jeff Zabin, research director at Gleanster and co-author of the new report.

Zabin notes that the vendor landscape is rapid evolving. Players range from social media marketing and social enterprise software providers to vendors that have traditionally been focused in such areas as social media monitoring, online customer communities, customer feedback management, web analytics and email marketing but are now extending their platform capabilities to include a strong social media engagement component.    

The benchmark report, which can be downloaded for free, is 28 pages and consists of seven sections: Topic Overview, Reasons to Implement, Value Drivers, Challenges, Performance Metrics, Success Stories and the Vendor Landscape. The latter section includes descriptions and analyst commentaries for 41 related solution providers. It also includes comparative rankings across four key dimensions of evaluation: Ease of Deployment, Ease of Use, Features and Functionality, and Overall Value.

As with all Gleanster research, vendor rankings are determined by the experiences of industry practitioners and not by analyst assessment or opinion. The solution providers that received the highest scores across all four dimensions are: Buddy Media, Context Optional, Crowd Factory, Involver, Syncapse, Vitrue, Wildfire Interactive and Zuberance.

The full report can be downloaded here.

A related benchmark report, called Social Intelligence, speaks to the recent evolution of social media monitoring and analysis. It published last month and can be downloaded here.

About Gleanster
Gleanster is a market research and advisory services firm that benchmarks best practices in technology-enabled business initiatives. Gleanster generates actionable insights that allow companies to make smart business decisions and match their needs with vendor solutions. Gleanster ascertains how Top Performers achieve their desired business objectives — and how Everyone Else can, too. For more information, please visit http://www.gleanster.com.

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