A guest post on the BlackBerry blog today, written by Vancouver social media aggregation platform Hootsuite, announced the integration of Hootsuite with Blackberry’s instant messaging platform, BBM Channels. The stated purpose of the integration is to allow “brands to engage directly with mobile audiences across BlackBerry, iPhone, Android, and Windows Phone.”
The free app will allow users of BBM Channels to interact more fully with the kind of person who follows and pays attention to brands.
“Managing a brand’s social media presence is a juggling act. Marketers need tools that can help them automate and streamline the management of content across multiple platforms,” said Matthew Talbot, senior vice-president of emerging solutions at BlackBerry. “With Hootsuite, we’ve made it as simple as clicking a button to share posts on BBM Channels to other social media sites like Facebook, Twitter, LinkedIn and Google+ and vice-versa.”
From the brand perspective, it’ll be a way of pushing content from your BBM Channel more easily through Twitter and that variety of social media without having to exit the platform.
Not so much a channel watched by consumers as by brands, it provides content managers responsible for a brand’s internet presence to monitor activity, in the event that there’s a sudden spike in traffic around some aspect of the brand’s identity.
“Both social media and messaging channels have been a powerful tool for FC Barcelona to engage with our large active global fan base,” wrote Dídac Lee, technology area director and board member for FC Barcelona. “By bringing together Hootsuite and BBM Channels, FC Barcelona team now has a way to bring their Channels content into their social media workflow to expand the reach of brand and user-generated content. The ability to be more social as an organization is integral for our success, and we expect nothing less.”
At least as important as managing what people say about you online is the ability to automate, as far as possible, the process of flagging unpleasant feedback. BBM Channels allows users to apply that filter to mentions of their brand online.
The analytics suite available in the app allows you to monitor the volume of traffic that ultimately converts into likes, as well as to show you numbers around blog subscription, and how many people join, and more importantly, leave your online community each day, so that you can finesse your retention strategy.