A report out late last year from storied investment
management firm, Putnam Investments, which drew on survey data from over 800
financial advisors (http://dtn.fm/zPt74) and is the largest known body of
research on their use of social media to date, indicates that social media has
become an indispensable communications tool for day-to-day client/market
interaction, as well as business-building. A quick look at the stats says it
all, from the roughly 80 percent of financial advisors using social media for business
(up 75 percent from 2014), as well as gaining new clients thereby, to an
average annual asset gain from newly acquired clients of some $4.6 million.
Concrete feedback like this from the horse’s mouth about how
important social media has become to overall client and market engagement gives
pause for thought. But don’t stand still too long on the information
superhighway contemplating this trend, because you will get run over by the
innovators. The Putnam report says this megatrend represents an underlying
dynamic that will likely endure, and with social media becoming vital across
all age groups of financial advisors, even as most report the concurrent use of
four or more social networks, the importance of a unified framework for landing
content seamlessly across an entire brand/enterprise footprint will no doubt
remain a chief concern.
This is especially true for IR/PR (investor relations/public
relations) firms, who need to not only engage customers at the speed of
information, but who also need to wrench out the big data from the traffic for
business analytics so they can get a clear picture of things like campaign
performance metrics or more deftly execute branded content deployment. And
while the idea of a single dashboard for scheduling posts or managing feeds
across multiple social network accounts is not new, with examples like
Hootsuite, Agora Pulse and MeetEdgar making for easy references, the potential
for such an engine to drive truly next-gen IR/PR vectors has remained largely
untapped. Hootsuite can post to a wide variety of sites, such as Twitter (NYSE:
TWTR), Facebook (NASDAQ: FB), LinkedIn (NYSE: LNKD), Google+ (NASDAQ:
GOOG;GOOGL), Foursquare, MySpace and WordPress, but it isn’t really built for
coordinated rapid campaigning or deep analytical harvesting.
Perhaps even more importantly, the resolution of several
commonly-known usability/functionality problems which plague most extant social
media management dashboarding solutions has not been forthcoming. The entire
space has suffered from dashboards with usability issues that ruin brand
traction, derail campaigns, and can make a company look unprofessional. Add to
this a lack of really user-friendly options, or dashboards that give the user
the ability to quickly set up and execute a professional, timed campaign, and
you have (for the foreseeable future) the basis of mounting demand for an
easy-to-use dashboard that lets entities like businesses and relations firms
master their (or their client’s) social media presence.
There has been little effort to really serve the investor
relations end of the market when it comes to such dashboards, even with the
continued rise of innovative business analytics platforms like NetBase, with
its NetBase Insight Workbench that is resold through a partnership with German
multinational enterprise software giant SAP (NYSE: SAP), and which employs
natural language processing tech to analyze social media. Such powerful big
data-driven solutions prove the vitality of coordinated customer care and
engagement, as well as timed campaign roll outs. Proven via comprehensive
reporting and the digestion of social media data into easily understandable
takeaways. Social media has become a critical piece of the puzzle for any
effective IR/PR program these days, no matter what kind of publicly traded
company we are talking about, and social media usage among the general populace
continues to break records as well, with now almost two-thirds of social media
users logging on to at least one such site every day (http://dtn.fm/lySX4). On
both ends of the spectrum, from financial advisors to average investors, social
media is becoming the dominant two-way communication space, like a planetary
digital agora.
The increasing inescapability of having to manage a complex,
multisite social media presence belies the extent to which a well-coordinated,
brand-relevant campaign of synced content pushes can really help build a
business or a brand presence. The question is no longer if such a dashboard
solution is necessary for managing an increasingly unwieldy social media
footprint (as the answer to that question is now invariably a yes), but simply
how far can this architecture be exploited for maximum engagement and
analytical value.
This is why the announcement in February of this year by
developer Geegle Media’s parent company, Agora Holdings (OTC: AGHI), that it
has overhauled its proprietary FRAME social media management dashboard for
optimum usage by IR/PR firms and businesses is such a welcomed event. The IR/PR
community has been gnashing its teeth for precisely such a blindingly simple,
single-source dashboard, which can do scheduled campaign pushes to multiple
sites, doesn’t have all the problems associated with other social media
management dashboards and can still deliver the kind of rich, granular
performance reportage needed to really evaluate campaign efficacy.
Bringing together the ultimate in user-friendly interfaces,
with the ability to discover deep insights into brand traction through
monitoring data points like reposts, mentions and brand-relevant conversations
– along with tight Twitter, Facebook and Instagram integration – sets FRAME
apart as an IR/PR sledgehammer.
Currently deployable in Android, iOS and desktop
environments, FRAME may also soon integrate with LinkedIn and Google+, as well
as YouTube and Tumblr. This combination of a wide variety of site integrations
and the platform’s existing optimized IR/PR functionality, could put FRAME at
the head of the pack in the professional-grade social media management game,
especially when it comes to satisfying customers who want to execute
coordinated campaigns in a more expedient, efficient, and easier fashion.
For more information, visit www.agoraholdingsinc.com
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