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The social media software industry offers some amazing functionality, but it suffers mightily from murky messaging and customer confusion.
The truth is, many marketing professionals do not know what this software can do, much less what specific companies’ versions can do. And the software companies themselves make it worse by not being specific about their capabilities and areas of focus.
There are five specific categories of social media software, and lumping them all under “social media management” does us all a disservice. I’ll clarify the categories below…