Marketersí social media successes have added to their burdens. Many now have dozens of social pages to manage, thousands of customer comments to monitor, and hundreds of colleagues who want (or need) to participate. Social relationship platform vendors off er tools that help marketers efficiently and responsibly expand their social capabilities.
In Forresterís 49-criteria evaluation of social relationship platform (SRP) vendors, we identified the eight most significant vendors ó Adobe, Hearsay Social, salesforce.comís Buddy Media, Shoutlet, Socialware, Spredfast, Sprinklr, and Syncapse ó in the category and researched, analyzed, and scored them. This report details our findings about how well each vendor fulfills our criteria and where they stand in relation to each other; it is designed to help interactive marketing professionals select the right partner to manage their activities on public social networks such as Facebook, Twitter, and YouTube.