Cadence helps maximize ROI on social networks

SocialFlow's Cadence is an optimized publisher tool that uses predictive analytics to help clients maximize engagement and ROI on Facebook and Twitter.

Specifications
SocialFlow's Cadence is an optimized publisher tool that uses predictive analytics to help clients maximize engagement and ROI on Facebook and Twitter. By analyzing social conversations in real time, Cadence helps brands, agencies, and publishers deliver the right message to the right audience at the right time. Features include the ability to identify the most valuable promotable content for Facebook and Twitter, the ability to automatically publish content when a specific audience is most receptive to it, and a full reporting complement.
 
Cost
Starts at $25,000 per year for enterprise clients.
 
Ownership
Privately held.
User
Umang Shah, director of social strategy at Walmart, has been using Cadence for about one year.
 
How do you use it?
We have centralized around using Cadence as our single-publishing tool for Twitter.
 
After you log on to Social Flow, you can see your existing queue. We enter content we are considering publishing and analyze it with a resonance meter, which gives us the likelihood of engagement with the content. Then we can make tweaks to content to try and increase resonance. We might add hashtags or try different ways of phrasing key messages based on the resonance meter results.
 
From there, we match content to a publishing schedule. Some content we can publish immediately. We set a window of time in which we can publish other content. There's an optimization option that has a couple of sub-settings. We try to optimize most of our content.
 
There are “must send” or “can send” options within windows. If content absolutely has to go out, we'll define a window of time in which it must go out, and the tool automatically sends it. If you use the “can send” option and the tool doesn't find an opportune time to send the message, the message could just expire. We file most of our content under the “must send” category.
 
If there's a problem, you can use a support function within the tool to flag a bug and send it to the development team. We have a good relationship with SocialFlow, so we can also reach out to our contacts, and they will work with the development team to get a resolution.
 
I can only think of a handful of times in the last year that we've experienced a bug, and SocialFlow gets those resolved quickly. We've spent more time working with them on improving the tool and adding functionality rather than on fixing bugs.

How does it serve your business needs?
Using SocialFlow aligns with our new strategy, which is all about delivering the right message to the right audience at the right time. That's exactly what SocialFlow does for us on Twitter. It helps us understand who is online, what they are talking about, and whether or not they are likely to engage with our content.
 
We recently finished a yearly review and we had improvement on all metrics. It works better than what we had done in the past, which was to just publish when we wanted to. The combination of our new strategy and using SocialFlow has helped us increase reach and engagement.
 
We are trying to be audience centric and focus more on what they want as opposed to what we want to say. This tool has helped us better understand our audience.
 
How does it integrate with your existing infrastructure from an IT standpoint?
It's Web-based.
 
What are the main benefits?
The biggest benefit for us is being able to come closer to finding critical mass of a relevant audience. It gives us insights to help inform that as opposed to just guessing or randomly sending messages.
 
What are the main drawbacks?
At this point, I haven't experienced many drawbacks. As we evolve, the challenge will be for the tool to evolve with us. For example, we may start to adopt other tools, not to replace Cadence but to complement it, and that integration is going to be really critical and a key factor in how useful the tool will be in growing with us.
 
What would you like to see improved / added?
I feel pretty good about what they do. They're improving the algorithm on an ongoing basis, which is what I want to see. As long as it continues to improve, I'll be happy.
 
Competitors  
Sprout Social: provides a social media management platform (for Facebook, Twitter, LinkedIn and other sites) that includes communication tools, contact management, competitive insight, lead generation, analytics, and more. 
 
Wildfire: provides mobile and desktop content management of social network pages; message management and dissemination across multiple social networks; promotion execution across Facebook, Twitter, LinkedIn, and YouTube; ad management and execution; and real-time analytics in one platform.

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