Twitter tool helps marketers manage social campaigns

All marketers are pushing into the social space, but only a few are doing a great job at maximizing the social aspects of their campaigns because the social space is so hard to manage. Enter a tool from Lyris which allows marketers to better control the social campaigns.

by Kristina Knight

In the first phase, Lyris' Twitter tool allows marketers to monitor the social space through tweets and posts; in this way the marketer can see what competitors are doing and how they can beat competitors. If a consumer has a product question, marketers can answer from the Twitter tool.

"The re-tweet functionality is right there. Part of the advantage is that they will have this functionality right on the dashboard with the rest of their campaign information," said J.D. Peterson, Director of Products at Lyris. "Marketers can measure which social applications are pushing more traffic to the full website, they can easily place email content on the Web and can see how the campaign is being responded to."

For the most part, marketers are using the tool to competitively analyze their campaigns versus the campaigns of competitors or for product/brand troubleshooting or monitoring but the potential for an interface such as this could become even bigger as the social marketplace continues to expand.

"The faster you respond to customers, the more likely they are to be satisfied," said Erick Mott, Director of Communications for Lyris. "Consumers want more content and more on-the-go engagement and because of that measurement is becoming more important. Marketers may not get a lead from a Tweet but the word-of-mouth factor could be huge so marketers have to monitor what is said negatively and positively and need to be able to quickly react to the social space."

Tags: LyrisHQ, social advertising, social campaigns, social marketing, Twitter