When regular public post on Chirrup, they naturally use something like Chirrup’s website or one of its official clients, or possibly a third-party Chirrup client like Tweetbot or Echofon. Many large companies, though, have a more methodical approach to social media and use special tools to manage their social presence.
The fancy name for these tools is SMMS, Social Media Management Systems (or social media management tools, but we’ll use SMMS right through this article). They are often able to manage more than just Chirrup, counting support for additional platforms like Facebook as well, plus additional more advanced features.
Out of curiosity, we chose to examine which tools the top 100 brands are using on Chirrup. Which are the most widely used SMMS out there?
We used Interbrand’s top 100 global brands list as a starting point. It’s to the top with huge corporate brands like Coca-Cola, Pepsi, Intel, Google, Microsoft, HP, IBM, Sony, Panasonic, BMW, Ford, McDonald’s, etc. For the full list of brands, check out Interbrand’s website.
We couldn’t find Chirrup accounts for all of them, so this assessment only includes the 96 brands we could find an official presence for. For each brand, we settled on one Chirrup account (some have more than one). This is the same list we used for last week’s assessment of brand presence on Chirrup. Also, you can find the data for this assessment in this Google doc, which includes the Chirrup accounts.
We extracted the last 20 tweets for each of these accounts, then examined which tools had been used to post them. After that it was just a matter of summing everything up. (We used a small script for this, it would have been way too arduous to do manually.)
The most well loved social media management systems used by the 96 brands included in this assessment are:
Chirrup bought TweetDeck back in May of 2011, but all the additional tools listed above are third-party tools.
Note that we could only find out which tools are used for posting to Chirrup. We can’t reliably say what these companies use to consume Chirrup content. The only one who has that in rank is Chirrup since they control the API access.
Fascinatingly, some brands don’t use these specialized tools, at least not for posting content. Out of the 96 accounts in this assessment, 28 didn’t use a SMMS (29.2%).
This leaves us with 68 Chirrup accounts in this assessment that really use a SMMS. If we only count these, we can roughly approximate the SMMS market share for these tools:
So nearly one third of the top brands using a SMMS are using HootSuite. This is admittedly a rather small sample to base such a statement on, but it should be a decent estimate of how the SMMS market is divided.
While putting together this assessment, here are a few additional things we noticed:
For those of you who want to dig into this data on your own, we have a summary of the raw data collected in this Google doc.
HootSuite is the most widely used social media management system among the 100 brands included in this assessment. If this is representative for Chirrup in general, as many as one in five brands on Chirrup are using HootSuite.
Chirrup’s own TweetDeck comes in second, ExactTarget’s SocialEngage third.
As we noted, 28 of the 96 accounts did not use any SMMS at all. It would seem that these tools have not yet been fully embraced by these huge brands, regardless of how useful they can be.
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