Gartner Research

How to Help the Business Pick Solutions for Engaging Customers and Prospects on Social Media

Published: 22 October 2013

ID: G00255803

Analyst(s): Larry Cannell


More enterprises are using social media — and that usage is increasing. Social media engagement applications make that possible by simplifying and safely scaling participation. This assessment provides a framework to help IT advise the business and assess social media engagement options.

Table Of Contents

Summary of Findings



  • The Case for SME Applications
  • Start With a Focus on Customer Engagement
  • Segmenting the Architectural Components of SME
    • Social Media Monitoring and Social Media Applications Are Often Associated With SME
    • Use the SMT Framework to Help the Business Understand Its Needs
  • Meeting the SME Needs of Marketing, Customer Service and Sales
    • Overlapping Needs Between Marketing and Customer Service
    • Marketing
    • Customer Service
    • Sales
  • Segment SME Needs
  • Explore Options to Extend an Existing Line-of-Business System
  • Start Working With SME Solutions
  • Approach These Solutions From a Customer Engagement Perspective

The Details

  • CET Framework
  • The SMT Framework
    • Social Media Sites
    • Conversational Components
    • Workflow and Routing
    • Content Enrichment
    • Repositories
    • Analyze
    • Integration

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