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Social media management is the process whereby one is able to monitor, contribute to, filter, measure and otherwise guiding the social media presence of a brand, product, individual or corporation.

Social media management software (SMMS) is an application program or software suitemodule that facilitates an organization’s ability to successfully engage in social media across different communication channels. SMMS is used to monitor inbound and outbound conversations, document social marketing initiatives and evaluate the usefulness of a social media presence.

At its most basic, social media management software allows an organization to connect multiple social media accounts and manage, monitor and analyze interactions from a singledashboard. Most web-based SMMS appspermit real-time and automated posting to multiple channels; for example, the same post can be sent to Twitter, Facebook and LinkedInwith one click. Such tools, which are often provided as free or freemium services, allow individuals and organization participating in social media to keep track of conversations and evaluate what interests their followers and/or potential customers.

In the enterprise, more advanced SMMS tools allow an organization to help build social media influence by monitoring online conversations forbrand awareness and sentiment. At this level, asocial media manager can not only see what content potential customers are clicking on, commenting on, liking, retweeting, replying to, etc., but he can also integrate that data with existing business intelligence (BI) and marketing programs and ensure the organization is meeting vertical-specific compliance regulations. Most enterprise SMMS tools also provide templates to provide enterprise employees with a standardized way to create social content and a way to track the effectiveness of specific social media lead generation campaigns.

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