Wildfire, a pioneering social media management software application that specialized in contests and promotions, announced today that it has been bought by Google for a smooth $250 million. (Happy day for Gary Vaynerchuk, who was an angel investor in Wildfire). It was just a matter of time, as given that Buddy Media, Vitrue, Involver, and Context Optional [...]
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…