These days it's very important for brands to monitor what is being said about them across various social media channels such as blogs, Twitter and Facebook. But where should the tools used to do the monitoring reside? Should they be stand-alone offerings? Should they be integrated with your collaboration platform, your CRM/Marketing tool, or your Call Center applications?
Below is my first draft of a maturity model showing the key benefits and issues of social media monitoring based on which platform the tool is a part of.
I'd love your feedback and together we can improve this.
But who should be responsible for this monitoring, Customer Support or Marketing? (or both)
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