HOW TO: Use CoTweet as a Marketing Tool

The Social Media 101 Series is sponsored by Global Strategic Management Institute. GSMI’s Social Media Strategies Series are the leading educational events for organizations looking to advance their online capabilities. Learn more.

One of the greatest challenges of social media marketing is juggling multiple accounts across a variety of networks. As messaging, engagement and analytics differ from platform to platform, keeping yourself organized is vital.

A great way to keep your social media presences in line is with CoTweet, a web-based social media management and analytics tool. It has a simple design and the basic plan, which has fairly robust features, is free. Like HootSuite, it’s accessed through your web browser rather than a desktop client.

Mashable spoke with Kevin Bobowski, CoTweet’s marketing director, for an explanation of how to use the platform for social media marketing.

Setup Support

While some platforms might leave you to your own devices after a product demo, CoTweet’s Services team is on hand to help you set up your account. This can be helpful if it’s your organizations first go at social media management. The social consultant will customize the setup and training based on your needs, and he or she will also record the training session, so you don’t have to worry about memorizing each step.

Already a social media management pro? You’re welcome to pass on the setup help and get your business started on the platform however works best for you.

Tweets as Teamwork

CoTweet is an excellent tool for small businesses or divisions of larger businesses that spread social media duties among team members and have a customer service approach to engagement. It has a number of features in place that ensure each employee is doing his or her work — and taking responsibility for it.

Like many social media management services, CoTweet allows updates and follow-up messages to be assigned to specific social media managers. This can make responses more relevant as team members with certain knowledge bases can handle appropriate questions and comments from followers. The responder’s initials are included at the end of the tweet, letting the follower know there’s a person behind the handle. This not only puts the follower at ease, but also the marketing manager as he or she will know who to talk to if questions (or congratulations!) arise for a specific tweet.

What’s different about CoTweet is its OnDuty status, which notes who is responsible for social streams at a certain time. Aside from organizing your social updates schedule, it allows for more passive monitoring. The person on duty can receive e-mails when something needs to be acted on, freeing him or her up to go to meetings or take calls while remaining aware of social media activity.

Campaign Conversion

The ability to track campaigns is the most important feature many marketers look for when deciding on a social media management tool. With CoTweet, you can not only manage clicks on content you publish within the application, but also integrate any web analytics platforms with campaign codes and shortened URLs.

“This provides closed-loop reporting and allows marketers to associate revenue and other success metrics to social media activity,” Bobowski says.

The platform recently launched a new Data Integration framework that allows you to extend the CoTweet application across other CRM tools, including Salesforce and Microsoft Dynamics CRM Integration. This means you can associate a conversation from Facebook or Twitter with an individual’s existing CRM profile and then tag it as a lead or opportunity. The feature breaks down silos by integrating data across platforms, allowing you to create more comprehensive customer profiles and have more relevant conversations in social media.

“We’re delivering the industry’s first solution to give businesses a complete view of their customers across online, offline and social channels,” says Jesse Engle, general manager of the ExactTarget Social Media Lab, in a press release. “This will help enterprises significantly extend the benefits of social to sales enablement to better target campaigns, increase product demand, improve client satisfaction and quantify the true ROI of social media.”

Worth a Try?

Whether you’re looking for a high-level social data reporting solution or just combating “Twitter overwhelm,” CoTweet is worth a shot. The platform supports Twitter and Facebook and has an iPhone app. The Standard edition is free and allows up to six Twitter accounts. The Enterprise version costs $1,500 a month, but you can request a free demo.

Have you used CoTweet for marketing? Would you recommend it? Tell us your experience with the tool in the comments below.

Series Supported by Global Strategic Management Institute

The Social Media 101 Series is sponsored by Global Strategic Management Institute, a leading source of knowledge for today’s leaders. Learn more by visiting GSMI’s website, liking it on Facebook and following it on Twitter.