PopularMedia launches a management platform for social media

Managing social media campaigns may get much easier for marketers with the launch of a new platform from PopularMedia. The Social Media Marketing Suite allows advertisers to create branded campaigns and social sites and to track how consumers interact with them.

by Kristina Knight

Marketers can track how consumers use images and share content across the branded areas. Once a campaign is launched, marketers can test call-to-action response, imaging and message response to determine which aspects consumers are interacting with. By knowing this, marketers can quickly rid themselves of the parts of campaigns which aren't appealing to the consumer.

Online advertisers can also access the suite's Contact Importer API. This allows visitors to import their contact information from their Yahoo, AOL or LinkedIn address books to the websites.

Social media continues to grow, both with a strong consumer base and with advertisers. This year, marketers are expected to spend just over $1.5 billion in the social space according to an eMarketer report. Most will spend the bulk of their social marketing budgets on hubs such as MySpace, Facebook and MSN Live Spaces, but some will also create their own social communities for consumers' to use.

Offering a branded place for consumers to learn more about a product or service, especially a space that marketer's can control, makes sense. By controlling what is said about a product, marketers can protect the image of the brand.