What Every Social Media Marketer Should Know About Context Optional

The Context Optional Social Marketing Suite is designed to help brands engage their Facebook communities for the long term. It’s built to scale with needs, capable of supporting a large number of pages, large number of enterprise administrators and tens of millions of fans.

Ways the product benefits social media campaigns

Supports Multiple Stakeholders – As social media marketing becomes increasingly strategic, more stakeholders are involved in planning, authoring, approving, responding to and analyzing social engagement. The Social Marketing Suite is a work-flow-driven, multi-administrator solution where stakeholders’ access tasks mapped to their roles and responsibilities, for more implementation of social marketing plans. All activities are archived for future review and analysis.

Brand Engagement and Protection – The Social Marketing Suite continuously monitors a brand’s identity on all of its Facebook pages, enabling administrators to set keyword filters. This enables streamlined and timely attention and response.

Targeted Engagement – Relevancy is the key to acquiring, engaging and capitalizing on community relationships. The Social Marketing Suite is designed to help brands target communities based on geographic location with localized posts and stream apps. Comments can be posted in local languages and scheduled for relevant time zones.

Coolest feature

Engagement with stream applications averages five times that of standard Facebook posts. The Social Marketing Suite enables brands to publish applications such as videos, coupons, quizzes and polls into fans’ streams and news feeds. Stream apps can also be linked together for higher News Feed engagement and conversion.

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Feature rundown

Moderation Module – Creates workflow for moderating comments across multiple Facebook pages in a single interface with automatic alerts by user actions, comment sort by time and priority, archiving for later review and internal issue escalation.

Publishing Module – Schedules geo-targeted posts, updates multiple pages at once, tracks activity with central reporting and compares post interactions across pages and posts. The Publishing module offers integrated Twitter publishing and calendaring to streamline communication activities from a single interface.

Applications Module – Creates custom applications such as sweepstakes, contests, virtual gifts, catalogs, coupons and quizzes as tabs, Stream Apps or Open Apps (apps that can live anywhere on the web). These are published directly to a fan’s news feed, where they spend most of their time.

Analytics Dashboard – Tracking social marketing activity demonstrates momentum around social marketing efforts and ROI. The Social Marketing Suite allows brands to track fan growth over time, measure customer engagement with posts, compare campaign results against competitors and export data for further analysis. The Analytics dashboard integrates Facebook Page insights to for more granular insight into fan growth, churn, engagement and competitive benchmarks.

Advanced Permissions and Roles – As social media becomes a function of multiple enterprise departments, role management becomes increasingly more important. Advanced permissions and roles are managed by groups of users who can enable multiple stakeholders across the enterprise to access the data or functions they need.

User profile

The ideal customer is a large enterprise with a global and/or national community of users, with one or more brands and plans to invest in long-term social engagement.

Pricing

Pricing for the annual subscription is determined by the number of Facebook pages under management, scaled by number of fans, with unlimited use of applications, publishing, moderation and analytics modules.

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Compared to competition

According to the company, “The Social Marketing Suite is an enterprise-class solution, designed specifically for large, multi-brand enterprises with distributed fans and sophisticated cross-channel marketing initiatives. It is the only solution with geo-targeted publishing capabilities and support for OpenGraph social plugins as well as a product for Facebook Places (the Context Optional Facebook Places Check-In Leaderboard). The Applications module is the most powerful platform available for building a wide range of highly functional, scalable and customizable applications which are tightly integrated into publishing, moderation and analytics modules for seamless creation, deployment, management and measurement.”

Our “What You Should Know” series of application profiles has been helping brands and agencies select the most appropriate tools to improve the effectiveness and efficiency of their campaigns. Need help measuring or monetizing your social media activities? Check out dozens of additional apps in the series archives – one is bound to come to your rescue!

This post updates the Context Optional application profile of July 21, 2010.

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