Involver is announcing a new WordPress and Facebook integration for its Audience Management Platform today. Users can draft WordPress blog posts, compose updates for Facebook and Twitter which promote the blog post, then publish the post and updates from within AMP. Updates for the social channels can be automatically populated with a headline and shortened URL, saved as drafts for publishing later, and feedback can be tracked across posts through a tagging system. The addition shifts promotion on social media from an ad hoc, untracked secondary action to a central, measurable part of content production.
Involver, a social marketing platform listed as a Facebook Preferred Developer Consultant, launched its moderation and engagement tracking software Audience Management Platform in July. AMP provides frequently updated growth and engagement analytics, and clients are charged by the number of Pages or accounts managed or by audience size. Since, the 60+ employee company has raised $8 million in a round led by Bessemer Venture Partners to encompass additional channels and content platforms such as those integrated in this build. Involver has powered promotions and designed custom applications for the FIFA World Cup, top musicians such as Alicia Keys, and even Facebook itself.
The latest build of Audience Management Platform allows users to add WordPress blogs as outlets in the Publish tab. Users can compose, save drafts, and publish to WordPress within AMP. After publishing a blog entry, most content producers would either let an application automatically post updates to Twitter and Facebook linking to the blog, or manually compose these updates. Automated systems can produce robotic-sounding posts which don’t attract readers, while manual composition for each channel is inefficient.
Involver has developed a solution by bringing promotion of a blog post on Facebook and Twitter within the same window as composition on WordPress. Facebook Pages and Twitter accounts can be selected as outlets to publish to, and by clicking “Promote to all”, drafts of updates to these outlets are populated with the blog post’s headline and a http://inv.lv shortened link to the post. Content producers can then add additional channel-specific context such as photos or text descriptions. Like the blog post, these social updates can be saved as drafts, published simultaneously with the post, or scheduled for future publishing.
To allow producers to track the success of the social updates, they can be internally tagged with the channel they’re published to, a category of content, or the name or subject of the post they link to. Producers can then monitor the Likes, clicks, @replies, or other metrics across all updates sharing a tag. For instance, if a content producer tagged and published ten different updates to their Facebook Page linking to three blog posts on the same topic over a period of six months, they could see the aggregated feedback for all of those updates, or drill down to update-specific metrics. This tagging system can produce insights, such as updates about a certain topic drive more traffic when published in the evening, that couldn’t be deduced through other publishing methods or on Facebook’s native Page analytics.
Combining a tagging system with human-assisted social media publishing represents a significant improvement over existing automatic cross-channel publishing systems. Involver’s VP of Marketing Jascha Kaykas-Wolff explains that the improvement to AMP “accurately represents the way we publish content – to the richest channels first, then to Facebook and Twitter as promotional channels.” The interface for the improvements runs smoothly and intuitively, making social promotion a natural extension of the blogging process. Content producers who find themselves constantly juggling these different publishing outlets have much to gain from the analytics and efficiency offered by Audience Management Platform’s WordPress integration.