Can you provide a brief description of your company?
I work for a B2B tech PR firm.
What role do you play there?
I am the Social Media Account Executive. I do social media internally for some of our clients.
What was the business challenge your company was facing that initiated the need for this platform?
I have to aggregate a lot of content to publish for my clients, and a lot of it is a mix of their own content and third-party content. Being in B2B, in some of these different industries, aggregating all that content is hard to do sometimes. BuzzSumo really filled that need of being able to find a search term, see what's trending on social or what's on the brink of becoming viral on social, and finding good relevant articles that pertain to both our clients and ourselves.
How does your company implement this platform or software?
I get on BuzzSumo daily and search for different terms relevant to our clients, whether it's industrial real estate or cyber security. It ranges from group to group or client to client. Once I get that list of top articles, I filter within the past week. You can filter up to a year ago, which is cool, but I tend to go in the past week because we want the content as fresh as possible.
Then I see where these articles have been shared. Some do better on Facebook, some do better on Twitter. I use that in our content strategy for the week or day of sharing these articles, to help our clients seem relevant and look like they know what's happening in the space around them. We use the backlink feature as well for other clients. It is very helpful for placements when they push them out across different channels to see who's picking up these articles and if they're linking back to the website.
Was your company considering other platforms? Why this platform?
I actually stumbled upon BuzzSumo and realized it was a need I knew we had, but I hadn't been searching for a different tool to help fill the need. I had been doing the searches organically through Google, publications, and other platforms like that. It honestly seemed like a good program. I didn't even look up competitors. It had great reviews and was very easy to use. I had a free trial on it, which was awesome. I did a couple of webinars and it made sense for the social sharing and all the information it had available.
On an annual or monthly basis, how much does your company spend to utilize the platform?
We spend about $300 a month.
Could you share any statistics or metrics from this engagement?
I don't have any hard numbers in front of me, but I know that the content we've been sharing with BuzzSumo is much more relevant and seems timelier than having to dig through the Wall Street Journal for a logistics article. It's definitely opened me up to a lot more publications and platforms that are relevant for my clients that I didn't know about before or I wasn't coming across. Having that accuracy and relevancy is very helpful.
Were there any software features or tools that really impressed you?
One of the things that stood out to me was that BuzzSumo has access to Twitter's API, which they closed except to third-party tools like this who will pay for access to it. A lot of our clients want to know, if they get a placement in Forbes, for example, how many times that's been shared on Twitter. We weren't able to get that information anymore from Twitter because they shut down the API, but BuzzSumo still has access to it. It also has a free Chrome extension for your browser. All you have to do is put in your email address and it's free. You can get those shares for those articles. Having that feature was what stood out the most. I would say for a lot of people, especially in PR and social, it’s a huge bonus to have access to Twitter's API.
Looking back, are there any areas of the software upon which you feel could be added or improved?
We came across an issue with the backlinks, being able to pull backlinks for a few pages all at once in real time instead of having to set up multiple individual searches. We had a client who had a main landing page for a concert series, and then it broke off into different states. We wanted to pull all the states' pages, all at once in as real time as possible, without having to go through and individually search for that. It is something I sent to our contact at BuzzSumo, and they're trying to work on a way to make it easier for us to do that. If you could do a mass search for multiple links, it would be very helpful.
Have you had to interact with the platform's support team or reference their support resources?
I did another webinar a couple weeks ago that was more about what's trending on Facebook and things of that nature, which they sponsored and was very helpful. Besides the backlink issue, I reached out to a person there for that, but I really haven't had any major technical issues that I've had to reach out about. It's been mostly about questions that I reach out for as I learn the program.
Do you have any recommendations about this product?
Everybody in the social media world should be using it, especially just to keep up with what's trending in certain topics. You can find what's trending easily. They have a ton of social data which is very helpful. If that's not something that's important to your clients, I wouldn't waste the money on buying something like this. In PR and marketing, knowing where you fall as an agency is handy. You can search your own company, your own website, and that kind of stuff. Especially now with social media becoming so huge, it's good to see where you fall within the mix of the noise. Being able to filter through that is very helpful for any company looking for that.
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