New tool for social media management

Ensight has released a new social media management application, called Conversations, as part of its latest version of its multi-channel eCRM suite. The application is intended to help marketers improve the effectiveness and efficiency of their social media engagements across channels such as Facebook and Twitter.

Aimed at marketers, rather than public relations or customer support employees, it makes it quicker and easier for them to engage with their audiences, measure their success in connecting with customers and prospects and build up social profiles of the people engaging with and influencing their brands.

With the addition of this application to the suite, the new version offers marketers the ability to manage customer relationships across the Web, mobile, email and social media channels. It enables them to gather information about customers and prospects across these electronic channels and use it intelligently to drive new business.

Enables marketers to build up social profiles

Says John Ginsberg, product and marketing director at Ensight, "It saves time for marketers and stops social media from turning into a burden."

In addition, it enables marketers to build up social profiles of the people who engage with the brand via social media. This allows them to start understanding who is important so that they can attempt to influence and reward them. Social profiles can take a range of attributes such as Klout ranking or followers into account and can be segmented using a wide range of criteria.