The Role of Content Management in Social Media

Introduction

Abstract

Social media has changed the way that individuals interact with each other, as it augments other forms of communications such as email, written correspondence, Instant Messages, voice calls, and text messages. Content management vendors have a leading role to play in providing the technologies that organizations need to create social media content. These technologies range from WCM systems to create, monitor, and analyze content, to ECM platforms for archiving and records management to retain and store the content for compliance purposes.

• Social media capabilities are the latest features to be added to WCM solutions. At the very minimum these systems provide integration with social media sites allowing users to log in to a website using their social media credentials. More advanced WCM systems combine analytics and social media, allowing social media content to be created and analyzed within the WCM system.

• Learn how to exploiut social media as a sales and marketing channel using WCM technologies.
• Discover how social media content needs to be managed and retained for compliance purposes.

• How can the cloud provide an option for archiving?
• Why do organizations need to be aware of what their employees are saying about them?

Ovum research is based on independently audited methodologies that ensure that our clients can base decisions on rigorous and fact-based research. The research draws upon over 400,000 interviews a year with business and technology, telecoms and sourcing decision-makers, giving Ovum and our clients unparalleled insight not only into business requirements but also the technology that organisations must support.

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Table of Contents

• SUMMARY
  • Catalyst
  • Ovum view
  • Key messages

• WCM VENDORS ARE TAKING THE LEAD IN PROVIDING SOCIAL MEDIA CAPABILITIES
  • Organizations should look to web content management systems to provide social media capabilities
  • Integration with social networks is a feature that organizations should consider when selecting a WCM system
  • Social media can increase website traffic
  • Sentiment analysis helps in understanding social content
  • Listening tools are the key to monitoring social network sites for comments

• SOCIAL MEDIA-TYPE TECHNOLOGIES CAN BECOME THE REPOSITORY FOR KNOWLEDGE WITHIN THE ORGANIZATION
  • Enterprise social network tools allow organizations to deploy social content internally

• COMPLIANCE MUST BE EXTENDED TO SOCIAL CONTENT
  • Organizations need to know what their employees are saying about them
  • Moderation is key to using reviews as a sales tool
  • Accept that employees will use social media in a business context
  • Make sure employees know what the company policies are
  • Be aware of any regulations pertaining to social media use and content
  • Social media must be included in a records-management strategy

• SOCIAL MEDIA IS CREATING BIG DATA THAT NEEDS TO BE MANAGED
  • Archiving is key to managing social media
  • Tessella offers a solution for long-term retention of content
  • Archiving helps to reduce storage requirements
  • The cloud offers another option for archiving

• SOCIAL MEDIA IS BEING USED IN DIFFERENT WAYS FOR BRAND PROMOTION
  • Enterprises are already using social media to good effect
  • Smaller companies are also making effective use of social media

• RECOMMENDATIONS
  • Recommendations for enterprises
  • Recommendations for vendors

• APPENDIX
  • Further reading
  • Methodology
  • Author
  • Ovum Consulting
  • Disclaimer

The Role of Content Management in Social Media published by Ovum, Ltd. in December 10, 2012. This report price starts from US $ 2995.