Are Social Hubs the Answer for Business Content Aggregation?
A recent post from BtoB magazine highlights the problems many businesses encounter with social media strategies. In an article on March 6, Paul Gillin notes that many “fail to link social media activity to a business strategy.” A report from the Altimeter Group found that the majority of the companies surveyed in the study did not feel confident about their social media plans. Could social hubs be the answer to this problem?
Paul Gillin points out that business strategy is being ignored as companies delve into social media with attempts to create quick results and leads. The Altimeter Group’s report also notes that hubs are being created without a great deal of direction because “expertise hubs may promote haphazard use of social channels and ultimately frustrate their potential.”
A recent article from Smart Insights calls attention to the creation of social hubs by brands that effectively control social media and aggregate multiple feeds into one area. This solves some of the strategy issues experienced by businesses that spread out their content among multiple social networks without a clear plan. By bringing all the content and social media interactions into one area, it is easier to track progress and problems.
The concept of creating social hubs and aggregating content is not new, but many companies have only recently started to embrace it. There are options for businesses that prefer to use an outside source to create a central hub. XeeMe is one example of a website that offers users a single page to list all of their social media networks and profiles in an organized manner. WooEB is another example of social hub creation with businesses and individuals being able to manage content, post updates and connect with others through the use of a single platform. Flipboard offers another option for combining social media and news feeds into one page by letting users connect their accounts. The key to using all of these websites is finding a business strategy that aligns with the social media plans.