Welcome!

Agile Computing Authors: Liz McMillan, Pat Romanski, William Schmarzo, Elizabeth White, Kevin Benedict

Blog Feed Post

Social media companies need to practice what they preach

Sometimes, it is those of us in the tech industry who are our own worse examples of actually using the technologies that we have created. Take the example of tools that variously go under the headings of sentiment analysis, social CRM, engagement measurement, social media management, enterprise listening platforms or social media marketing. These things help you figure out when you should Tweet or post, who is most influential among your social networks, and what conversations you should pay attention to. They offer pretty dashboards and real-time data feeds so you can control the social conversations around your brand.

I am starting a project for Network World reviewing these tools. So far, I have found nearly 100 of them, but I can only review 8. But that isn’t the problem. My issue is that I would expect that these vendors would be sterling examples of how to engage their own audiences. Not true, no way, sorry to say.

Example #1. By now, it should be obvious that a software vendor should make it easier for their potential customers if they actually want to purchase their product. So how about putting a phone number on the home page, just in case someone wants to call? Less than half of the vendors do this, or make it so hard to find their contact information. Almost all of them use Web forms that you have to fill out, which is less than satisfying because you have no recourse if you don’t get any follow up. One vendor takes you to a form on their Facebook page, which is interesting but not very helpful.

Example #2. The same should be true for displaying a press contact. Again, less than half of the vendors have this information, or make it so hard to find. Others, such as Google, ignored my emails entirely. Written on one vendor’s press page, I had to laugh: “Hi! We love you, you dashing citizen of the fourth estate. Even though we don’t know you personally yet, I can tell we’re going to get on famously. Can I get you a drink?” Now we are talking! While you don’t have to buy me a beer, it would be nice if the press contact was in plain sight.

Example #3. How easy is it to find these vendors on Twitter? You would think that placing a little bird icon at the top of their home page linking you to their Twitter accounts would be easy. And indeed, most of them (but not all) do include this information somewhere on their sites. One vendor had a broken link that didn’t take them to their Twitter account but someplace else entirely.

But let’s go beyond actually having a link to the ID, and see how engaged they are with their accounts. It is a spotty record, to be sure.

Some vendors have thousands of Tweets and followers, which is what you would expect from people in this space. Hootsuite is the Justin Bieber of social media tracking tools with more than four million followers, and dozens of daily tweets. (He is at 31 million, BTW.) The major vendors in this space, including Google, Salesforce, Oracle and Adobe, also have big followings and lots of tweets.

But when you get beyond the big guns and look around, it is disappointing. Very few of these vendors actually use their own products to track engagement and mentions. I started posting tweets with the vendor Twitter IDs (once I found them), asking them to get in touch with me. A very small number of vendors responded at all. An even smaller number started following me or sent me messages saying they wanted to help my project. How do these vendors expect anyone to use their products if they don’t track their own brands? Hmm.

Many of these are software efforts from marketing companies, or ad agencies, or others who should know better. Or so I thought.

Example #4: Pricing. I have written before about those vendors that don’t want to put pricing information online, but the social media tools that I am looking at really try to obfuscate their pricing. Perhaps because every deal is a custom negotiation, perhaps because they just don’t want you, the customer, to know. In this particular and chaotic market, prices vary all over the place. Some tools are designed for single users while others are geared for large teams. Some have freemium models, others have one-time fees like traditional packaged software.

socialvolt pricing pageThere was one site that had an explicit “Pricing” tab at the top of their home page: I thought, at last! When I clicked on it, I came to a page that had all sorts of details about the various plans they offered, but no dollar signs anywhere to be found (See above).

Gremln is an exception: they actually put their prices right at the bottom of their home page. Kudos to them. (No phone number, though.)

As I said, I am just starting out on this project for Network World. If you have any experience with these products, send me a tweet or an email. And if you want to see my collection of vendors, I have put together a list here.


Read the original blog entry...

More Stories By David Strom

David Strom is an international authority on network and Internet technologies. He has written extensively on the topic for 20 years for a wide variety of print publications and websites, such as The New York Times, TechTarget.com, PC Week/eWeek, Internet.com, Network World, Infoworld, Computerworld, Small Business Computing, Communications Week, Windows Sources, c|net and news.com, Web Review, Tom's Hardware, EETimes, and many others.

@ThingsExpo Stories
Consumers increasingly expect their electronic "things" to be connected to smart phones, tablets and the Internet. When that thing happens to be a medical device, the risks and benefits of connectivity must be carefully weighed. Once the decision is made that connecting the device is beneficial, medical device manufacturers must design their products to maintain patient safety and prevent compromised personal health information in the face of cybersecurity threats. In his session at @ThingsExpo...
"We're a cybersecurity firm that specializes in engineering security solutions both at the software and hardware level. Security cannot be an after-the-fact afterthought, which is what it's become," stated Richard Blech, Chief Executive Officer at Secure Channels, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Grape Up will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company specializing in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the U.S. and Europe, Grape Up works with a variety of customers from emergi...
Detecting internal user threats in the Big Data eco-system is challenging and cumbersome. Many organizations monitor internal usage of the Big Data eco-system using a set of alerts. This is not a scalable process given the increase in the number of alerts with the accelerating growth in data volume and user base. Organizations are increasingly leveraging machine learning to monitor only those data elements that are sensitive and critical, autonomously establish monitoring policies, and to detect...
SYS-CON Events announced today that Massive Networks will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Massive Networks mission is simple. To help your business operate seamlessly with fast, reliable, and secure internet and network solutions. Improve your customer's experience with outstanding connections to your cloud.
Everything run by electricity will eventually be connected to the Internet. Get ahead of the Internet of Things revolution and join Akvelon expert and IoT industry leader, Sergey Grebnov, in his session at @ThingsExpo, for an educational dive into the world of managing your home, workplace and all the devices they contain with the power of machine-based AI and intelligent Bot services for a completely streamlined experience.
Because IoT devices are deployed in mission-critical environments more than ever before, it’s increasingly imperative they be truly smart. IoT sensors simply stockpiling data isn’t useful. IoT must be artificially and naturally intelligent in order to provide more value In his session at @ThingsExpo, John Crupi, Vice President and Engineering System Architect at Greenwave Systems, will discuss how IoT artificial intelligence (AI) can be carried out via edge analytics and machine learning techn...
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, will examine the regulations and provide insight on how it affects technology, challenges the established rules and will usher in new levels of diligence a...
In the enterprise today, connected IoT devices are everywhere – both inside and outside corporate environments. The need to identify, manage, control and secure a quickly growing web of connections and outside devices is making the already challenging task of security even more important, and onerous. In his session at @ThingsExpo, Rich Boyer, CISO and Chief Architect for Security at NTT i3, discussed new ways of thinking and the approaches needed to address the emerging challenges of security i...
SYS-CON Events announced today that Datera, that offers a radically new data management architecture, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera is transforming the traditional datacenter model through modern cloud simplicity. The technology industry is at another major inflection point. The rise of mobile, the Internet of Things, data storage and Big...
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics ...
SYS-CON Events announced today that Datera will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera offers a radically new approach to data management, where innovative software makes data infrastructure invisible, elastic and able to perform at the highest level. It eliminates hardware lock-in and gives IT organizations the choice to source x86 server nodes, with business model option...
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, Cloud Expo and @ThingsExpo are two of the most important technology events of the year. Since its launch over eight years ago, Cloud Expo and @ThingsExpo have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, I provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading the...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
SYS-CON Events announced today that GrapeUp, the leading provider of rapid product development at the speed of business, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market acr...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
From 2013, NTT Communications has been providing cPaaS service, SkyWay. Its customer’s expectations for leveraging WebRTC technology are not only typical real-time communication use cases such as Web conference, remote education, but also IoT use cases such as remote camera monitoring, smart-glass, and robotic. Because of this, NTT Communications has numerous IoT business use-cases that its customers are developing on top of PaaS. WebRTC will lead IoT businesses to be more innovative and address...
In his opening keynote at 20th Cloud Expo, Michael Maximilien, Research Scientist, Architect, and Engineer at IBM, discussed the full potential of the cloud and social data requires artificial intelligence. By mixing Cloud Foundry and the rich set of Watson services, IBM's Bluemix is the best cloud operating system for enterprises today, providing rapid development and deployment of applications that can take advantage of the rich catalog of Watson services to help drive insights from the vast t...
SYS-CON Events announced today that Elastifile will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Elastifile Cloud File System (ECFS) is software-defined data infrastructure designed for seamless and efficient management of dynamic workloads across heterogeneous environments. Elastifile provides the architecture needed to optimize your hybrid cloud environment, by facilitating efficient...