With social media channels, policies, and preferences in a state of continuous change, most marketers are constantly evaluating how best to engage and deliver measurable ROI. That said, it's not surprising that when it comes to selecting the right social media management tools and technology, it is a similarly challenging task. The options are numerous, the cost implications can be significant, and the features are as varied as the growing number of online channels themselves.
As one who has recently completed a comprehensive review of more than 25 competing social media monitoring and management technologies, I'm in a position to share what I believe are the key steps you can take to make sure you're not being lured by a choice you perceive as the "best-in-class" at one given moment. Rather, I'm advocating that you consider a few guidelines that will help you choose tools that meet the specific needs of your organization, and have the potential to adapt and grow with those needs as they change.