With more than half of the world population using social media for an average 147 minutes each day, you can imagine the amount of content, likes, mentions and comments which are created is enormous. Tapping into the right mention or comment at the right time, can be a challenge in the vast stream of user generated content. To tackle this problem, social listening tools were developed. Salesforce launched its own social listening platform with Social Studio in 2014, now this coming to an end in august of 2022.
End-of-life for Social Studio
A social listening platform is designed to help brands monitor what is being said about them on social media channels. Being successful as a social listening platform, means you have to be able to monitor a lot of different channels at the same time. With the ever increasing numbers of users, it’s also important to use more automated intelligence in a social listening platform. The competition is fierce in this domain with a lot of parties like Hootsuite, Buffer and Zoho Social also offering free versions of their social listening tooling. The answer to the question ‘Why is Salesforce ending Social Studio?’ isn’t directly answered in their ‘Social Studio: End of Renewal FAQ’ post. But we can imagine that the strong competition continuous demand for development changed te launch in 2014.
Global partnership Sprout Social
With regards to social listening, Salesforce seems to focus on a preferred partner strategy when it comes to social listening functionality in the future. On march 7 2022, Sprout Social and Salesforce announced a global partnership to make it easy for Salesforce customers to manage their full social media presence - engagement, publishing & scheduling, analytics, and listening through Sprout’s social suite which is used by more than 31,000 brands and agencies worldwide.
Direct Social messaging in Salesforce
Although Social listening certainly has value, really engaging in one-to-one conversations with customers or prospects on Social media can mean the difference between generating insights versus actually generating business. That’s why we developed Social25, the social direct-messaging solution for your sales, service and marketing needs. Social25 isn’t a Social listening platform like Salesforce Social Studio or the competitors mentioned above, it’s a solution which lets you talk via social messaging to your customers on channels like; WhatsApp, Instagram DM's, Facebook Messenger, WeChat, SMS and more. Social25 offers a seamless integration with Salesforce Service Cloud, Salesforce Sales Cloud & Salesforce Marketing Cloud.
With Social25 we continue to focus on engaging in direct social messaging, while using Salesforce. Therefore we recently launched our Einstein chatbot integration. You can build and manage Einstein Bots to ease the load on your service agents. Bots can handle routine requests and free your agents to handle more complex issues. Bots can also gather pre-chat information to save your agents time.
If you want to know more how Social25 as a service desk solution enables you to manage multiple chats on a variety of social channels, please let us know. We are happy to engage.
2022 is the first year where social media users are the clear majority from the start of the year. With users growing to 4.55 billion people around the world in 2021, More than half of the world population is now using social media. So the opportunity to connect to your customer in 2022 is greater than ever… if you can connect with them on the 6-7 social channels they are using per person.