SMMS CHECKLIST

Social Media Management System Checklist

A complete Social Media Management System (SMMS) partner provides a unified platform for engaging audiences, activating

customers, and driving business results across all social channels. More than just monitoring, a SMMS enables planning, listening,

engaging, coordinating, measuring, archiving, and integrating with other business applications. These capabilities are essential to

create an effective enterprise social media presence.

As you start evaluating Social Media Management System partners, be on the look out for a platform that can help you do the following:

PLAN❑ Schedule and create posts to be published across numerous accounts, channels, and voices, months in advance

❑ Assign content creation to individuals, groups, or departments

❑ Remind users of their content responsibilities via email

❑ Consolidate activity into a unified calendar view for tracking and management

❑ Access shared library to store and organize approved digital assets

❑ Utilize spell check within all content creation screens

ENGAGE ❑ Create and utilize a single publishing voice for consistency across large organizations

❑ Publish content on multiple social networks using multiple accounts at one time

❑ Target specific and customized audiences on Facebook, LinkedIn, and Google+ by selecting attributes like gender, education, age, location, job function, and seniority

❑ Leverage various types of content including microblogs, blogs, photos, videos, documents, events, group comments, ratings, and reviews

❑ Import all social network posts automatically to ensure a complete and measurable aggregation of social activity

❑ Respond to inquiries across social networks using publishing workflows

❑ Implement custom Facebook Applications for specialized engagement featuring text, video, quizzes, and store locators

LISTEN❑ Organize activity and search streams into custom groupings for easy monitoring

❑ Rely on threaded views for full context around interactions

❑ Translate 80+ languages in-stream including double-byte languages

❑ Identify influencers

❑ Access full conversation histories and internal notes across all teams

❑ Hide or delete posts from social networks, identify spam

❑ Triage inbound items for automatic response, automated workflow, or for action from other teams

COORDINATE❑ Group social media accounts that represent a brand, voice, or persona

❑ Assign tasks to individuals, groups, or departments

❑ Notify users of assigned or incomplete tasks and maintain personalized To-Do lists

❑ Ensure that only approved content is published using automatic, multi-tiered content approval paths

❑ Create customized, flexible workflows and automate frequently repeated actions

❑ Utilize customer care specific workflows that track ticket resolution times

❑ Boost productivity of team members by highlighting conversations relevant to their roles

MEASURE❑ Aggregate and measure engagement across all platforms and all social accounts

❑ Report at the departmental, regional, or brand level and filter results in real time

❑ Customize reporting periods

❑ Export all social measurement data to .xls and .csv formats, generate charts and customized .pdf reports

❑ Utilize Bit.ly integration or custom shortener to measure post engagement

❑ Set and measure progress towards web analytics goals to understand campaign and message effectiveness

❑ Attribute dollar amounts to types of engagement to understand value of social

GENERATE CONTENT❑ Collaborate with team members during creation process

❑ Use customizable content library to distribute content and approved assets to teams

❑ Provide easy access to standardized responses for common issues and questions

❑ Help distributed teams stay on brand

❑ Import large volumes of planned content using .csv uploads

❑ Amplify earned content such as Bazaarvoice reviews

SMMS CHECKLIST

ARCHIVE❑ Retain independent access to social activity without relying on social networks

❑ Capture all inbound and outbound activity in a single system

❑ Record engagement audit trails across team members and social channels

❑ Store approval audit trails

❑ Leverage data API to integrate social archive information with data warehouses

❑ Automate daily exports via SFTP

ORGANIZE❑ Create a social organization that matches your actual organization; create brands, geographies, departments, teams, and/or

social use cases

❑ Provide granular access controls within the SMMS platform and across social properties

❑ Grant modularized platform access according to social roles and responsibilities

❑ Customize roles and responsibilities outside of prepackaged options

❑ Restrict users from engaging outside of specified geographies or audience segments

SECURE❑ Separate SMMS user accounts from social network accounts

❑ Manage passwords including expiration dates and CAPTCHA

❑ Deploy within Amazon’s Virtual Private Cloud for layered security

❑ Encrypt data in transit and at rest

❑ Restrict application access using whitelisted IP addresses and ranges

❑ Support backup encryption using SSL and GnuPG

❑ Enable Single Sign-On using Security Assertion Markup Language (SAML) 2.0

ANALYZE❑ Identify top content, contributors, engagement, activity, and time of day for posting

❑ Measure and track conversions using Google Analytics or Omniture integration

❑ Compare message and campaign performance across all or select social channels

❑ Conduct content and topical analysis

❑ Monitor various customer care analytics including, time to close and time in stage

SMMS CHECKLIST

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SMMS CHECKLIST

ADDITIONAL CAPABILITIES TO CONSIDER❑ Belong to the following partnership programs: Facebook’s Preferred Market Developer Program, Twitter’s Certified Products

Program, and LinkedIn’s Social Media Manager Program

❑ Access SMMS using mobile applications

❑ Offer extended team training, enablement, and best practice services as well as community activation

❑ 24/7 technical support

❑ Maintain robust knowledge base with videos, articles, and access to ongoing education webinars

❑ Notify customer base of platform changes using in-product notifications and email

SOCIAL NETWORKS SUPPORTED❑ Facebook: Monitor Brand Pages, Groups, Newsfeeds, Filtered Newsfeeds, and Individual Timelines. Engage using Posts,

Targeted Posts, Replies, Private Messages, Comments, Series, Events, Likes, Hides, and Deletes.

❑ Twitter: Monitor All Friends, all Mentions, Lists, Direct Messages, @user streams, search streams, and all Retweets. Engage

using Tweets, Retweets, Favorites, Series, Direct Messages, and Deletes.

❑ LinkedIn: Monitor Company Pages, Updates, Discussions, Comments, Series, and Individual Accounts. Engage using Posts,

Targeted Posts, Comments, Likes, Group Discussions (including Stars), and Deletes.

❑ Google+: Monitor Page Activity and Comments. Engage by Sharing Posts, Targeting Circles, and creating Comments.

❑ YouTube: Monitor Channels, Views, and Comments. Engage by posting videos and Comments.

❑ Bazaarvoice: Monitor Reviews including author name, text, star rating, review feedback, date, time, and location. Amplify

reviews by posting on Facebook, LinkedIn, Twitter, and Google+.

❑ Pinterest: Monitor boards and images using keyword search.

❑ Flickr: Monitor photos listed in a Flickr account’s list of contacts and items matching keyword search. Engage by posting photos.

❑ All XML-RPC blogs: Monitor comments made on blog activity. Engage by posting and tagging blogs.

❑ Search-Based Streams: Monitor social media channels based on simple or complex terms and phrases. Search can include

multiple channels, hashtags, or locations.