What Every Social Media Marketer Should Know About Vitrue

Vitrue publishes software tools to help businesses harness the marketing potential of social media networks. After the jump - what you need to know about the Vitrue Social Relationship Management Platform.

Vitrue publishes software-as-a-service (SaaS) tools to help businesses harness the marketing potential of social media networks.

Anchored by the Vitrue Social Relationship Management (SRM) Platform, Vitrue works with marketers of all sizes, from global brands to local businesses, as well as agencies, to deliver a turnkey, comprehensive solution to message, manage, measure and maximize interactions across Facebook and Twitter.

Ways the product benefits social media campaigns

The Vitrue SRM Platform’s main components – Vitrue Publisher, Vitrue Tabs and Vitrue Apps – deliver publishing, applications, moderation and measurement in a web-based interface. The Vitrue SRM allows users to manage and bolster their social relationships all in one place while facilitating two-way conversations with fans.

Publishing Engaging Content – Formatting, scheduling, and execution of messaging to multiple Facebook and Twitter streams. Vitrue’s standard applications like polls and quizzes are designed to facilitate two-way conversations.

Managing Local Presence – Geotargeting to tailor Tab content to particular regions, cities, zip codes, languages, and product offerings with global navigation and branding while surfacing locally relevant content. Thousands of different locations can be managed.

Moderating Dialogue – The Vitrue interface enables marketers to set up keywords to flag, notify and automatically remove offensive content. This automated service also is used to provide business intelligence where content is flagged but not removed for predetermined key words or phrases.

Measuring and Understanding – Vitrue measures key interactions, aggregates metrics from multiple sources, and programmatically interprets and presents data to help marketers direct their efforts.

Coolest feature

Vitrue Publisher’s Wall Apps allows any brand or agency to publish their own reusable Flash content directly to their fans’ news feeds, as well as connect that content into the Publisher’s data tracking mechanisms to collect information and track actions. Brands can reuse existing Flash built for other channels, or develop new content specifically for use with Publisher.

Feature rundown – Publisher:

  • Scheduling posts on Facebook and Twitter
  • Monitoring of all fan-submitted comments on a Facebook page, as well as automatic moderation according to self-determined criteria
  • Publishing compelling, multimedia content onto the Facebook Page Wall
  • Publishing content to multiple destinations simultaneously, whether they be multiple Facebook Pages, multiple Twitter Accounts, or a combination of the two
  • Allowing delegation of content-creation responsibility to multiple users

Feature rundown – Tabs:

  • Connects branded content to a Facebook Page on a specific Tab name
  • Allows publishing of dynamic, sophisticated content by non-technical personnel
  • Tracks usage and engagement of tab content
  • Allows segmentation of a brand’s audience by empowering visitors to self-select their category/location on a global scale
  • Displays appropriate content depending on self-selected criteria of visitors
  • “JSON Requester” module, which allows brands and agencies to create their own custom modules using any data source and connect that module into the Tabs data tracking system

User profile

Vitrue’s ideal customer wants to leverage social media as a key pillar in their marketing strategies, build lasting relationships and provide unique value to brand advocates. By creating an ongoing two-way conversation, they realize the viral and endorsed impressions they are creating are significant, meaningful, and drive their sales goals.

User review

“Working with the Vitrue account and strategy teams is a pleasure. They are strategic in approach but nimble and thorough in execution. They are a fantastic partner in helping us navigate the social media seas within AT&T.” – Jenn Fisher, AT&T

Recent news

Vitrue has released a series of white papers:

Facebook Conversational Patterns: Findings on Conversation Volume by Day of Week, Hour and Minute – The data looks at the “conversational volume” generated by a brand and fans happening via the wall and news feed.

Anatomy of a Facebook Post: Findings on Post Effectiveness by Type, Time and Day of the Week – Data findings for overall brands managed by Vitrue in aggregate and by vertical (QSR and CPG).

Pricing

The Vitrue SRM Platform is a self-serve, no-contract-needed software product that offers three simple pricing plans, including an entry-level package for those just beginning to grow fans.

Compared to competition

According to the company, “The Vitrue SRM Platform – anchored by Vitrue Publisher and Tabs – delivers the most robust and comprehensive solution for publishing and managing Facebook and Twitter accounts available today. We focus on the end result: your branded content that Facebook and Twitter users will experience. To that end, we endeavor to empower our customers to create the most compelling, customized experiences possible – whether that be publishing coupons, polls, and/or custom Flash content on the wall – allowing them to create powerful Facebook experiences. Our goal is to enable our customers to connect with their fans and then manage the community generated by those efforts in the most efficient way possible. We believe that our solutions are the leading technology in this space, bringing all necessary functionality together to accomplish this goal.”

Our “What You Should Know” series of application profiles has been helping brands and agencies select the most appropriate tools to improve the effectiveness and efficiency of their campaigns. Need help measuring or monetizing your social media activities? Check out dozens of additional apps in the series archives – one is bound to come to your rescue!