Social marketing company Context Optional is launching an all-in-one social marketing suite for Facebook today. The move comes as Facebook fan pages and applications are increasingly becoming hubs for brand marketing, and the suite aims to help brands stand out and better engage Facebook users.
While competitors like Vitrue and Scout Labs provide alternatives to various features in the suite, Context Optional co-founder and CEO Kevin Barenblat claims Faceook executives told him the company’s product is the only comprehensive enterprise social marketing tool on the Facebook platform after he demoed it for them recently. The software lets corporations and ad agencies build custom applications and publish branded content, contests and promotions across numerous Facebook pages. Brands can use analytic tools to track user engagement and sentiment and use that information to create and measure a campaign’s effectiveness and if necessary change it on the fly.
One feature exclusive to the suite is a combined moderation and work-flow tool. The integration allows corporate departments to work together so that the proper group responds to users on Facebook. The system makes sure a tech support rep responds to a post about, say, a defective iPhone, while messages about charitable giving would get a response from a member of the public affairs department. The software automatically removes posts with bad language and sends email alerts to brand managers when pre-defined keywords are used in posts. (See their demo video below.)
As brand marketing increasingly moves online, a company’s marketing, PR, and customer service departments are often tasked with managing numerous Facebook pages receiving thousands of comments a day. Going through all those posts takes time, and the required coordination between departments can be difficult in large organizations.
Context Optional claims more than a dozen global brands and agencies are already using the software, including a number of Fortune 500 companies. The San Francisco-based company was founded in 2006, raising an angel round in March 2006 from noted seed investor David Frankel of Founders Collective. The company is already profitable, providing social marketing software and consulting services to brands like Intel and MTV.[youtube https://www.youtube.com/watch?v=a3kTM5Lsfb0&hl=en_US&fs=1&&w=425&h=344]
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