A US social media software management firm that boasts high level clients such as Samsung, Coca-Cola and Volvo is to start offering its services in the UK to help brands manage the growing number of social accounts they own.
The firm, called Expion, has been operating in the US since 2009 and has racked up some notable customers that also include Hilton hotels, Barnes & Noble and Chrysler.
The tool offers firms the ability to manage all their accounts on sites such as Twitter, Facebook, LinkedIn, Instagram and numerous others from a single location, as well as tracking mentions from users on both its brand and rivals.
Expion is now bringing its services to the European market, including the UK, in order to help meet the growing number of firms seeking its services and wanting a point of contact in the region.
Peter Heffring, the firm's chief executive, told V3: “Most social media tools are geared at one brand, in one area, rather than enterprises operating across regions but many firms we deal with have hundreds of accounts in multiple regions."
“With 27 countries in the European Union, this is especially true and many now want us to have a point of contact in Europe, so we’re opening a UK base to help them. We may expand into other nations in the future, but for now London is the centre.”
The service is cloud based, and can be accessed via iOS and Android devices. It is designed to provide insights on the popularity of messages posted on social sites, customer interactions across regions and how rivals are performing.
Heffring explained that this is designed to allow departments in other areas to see how their counterparts are performing and what is working well or not so well, so they can modify their approach to social interactions accordingly. “It’s really about collaboration for the brand so they can see the best performing post on Twitter across European regions, for example, so they can draw out information from all the data on their system.”
The push into European markets comes as the pressure on firms to manage their social media accounts becomes ever more important. Recently, a string of hacks on Twitter accounts have caused embarrassment for firms like Burger King and The Associated Press.
This has led to renewed calls for two-factor authentication on the site, although at present, Twitter appears unmoved by these cries.
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