The Social Media Tool Pyramid: Interview with Jeremy Epstein, VP at Sprinklr
What do you do when you’re a massive enterprise institution, maybe even a bit “old school” in the way you adopt new technology, and you find out from an objective survey, that 10 percent or more of your brand followers do so via social media channels?
In speaking with Jeremy Epstein, VP of Marketing for Sprinklr, I learned there’s a universal graduated process that we all go through in “reacting to,” or “embracing” social media. Either way we approach social media as an organization, the process is similar. Jeremy explained, “We see a lot of businesses who started off just managing these different channels out of necessity by juggling different social media tools, but that doesn’t work for long.” Eventually that becomes painfully inefficient and they migrate to using smaller scale tools like HootSuite and the like. These are great tools for an SMB, or for different functions within an organization, but lacking at an enterprise level.
The issue becomes when you realize social isn’t just for the marketing and PR teams. “Social becomes a key instrument in HR, customer service, product development, event management and crisis management,” described Jeremy. When the necessity for it spreads to those functions there’s a whole other level of scalability and technical capability a big company needs to manage it all. That’s what Sprinklr does. According to Jeremy, “Sprinklr was founded on the core idea that it is not only possible for large enterprises to successfully adapt to the realities of a world dominated by mobile, social, and network-empowered customers, but to also dramatically thrive in it.”
This is my representation on this social media tool path:
Prior to this conversation, I hadn’t really thought of it that way, but it makes sense. How do you manage all that at a Fortune 1,000 or multinational corporation? “You’d be amazed at the number of enterprise companies emailing around spreadsheets with social media user names and passwords,” Jeremy remarked. I shudder to see that now in my in-box, another Excel file with a whole lot of “Jane250” in one column and “OurCompany123” in the other. What’s worse, I can imagine that document sitting idle in the inbox of the guy in accounting who’s now on vacation.Continued on the next page