For some of us, it’s a good  problem to have: Huge social media audiences spread across multiple brands and platforms and the messaging necessary for each have become harder and harder to efficiently manage. In the case of a company like Hearst that has more than 20 content brands, each with their own social media needs and audiences stretching into the millions, managing engagement, metrics and social content has become unwieldy. In the meantime, companies like Sprinklr have sprung up to take some of the pressure off publishers and other companies with particularly large followings.

Hearst Digital Media recently partnered with Sprinklr to provide a social media management platform that will allow the publisher to more efficiently manage posts across the various social media sites, track metrics and engagement and help with Facebook app management and creation.

"There’s a larger issue that all companies are facing," says Jeremy Epstein, Sprinklr’s vice president of marketing. "How do you effectively scale your social media activities and build meaningful relationships when you have millions of customers and only a few people on the front end?"

Epstein’s question is at the heart of just about everyone’s social media endeavors. Publishers, no matter their size, are still scrambling to standardize social tactics and figuring out how to centralize the operation. But in an environment that includes multiple brands with mass-market appeal, these issues become critical.

See Also: Centralizing Social: Hearst’s New Social Media Division

"It’s not just a PR, marketing or customer service function. How do you handle this huge volume of messaging and speak back in a unified voice in a timely and relevant way? That’s the challenge everyone is facing," says Epstein.

Sprinklr provides a web-based service that handles the reporting, app building and content publishing, but also builds in a permissions and admin system that allows specific functions according to a person’s role in the social media execution chain. A content person has access to the content calendar and schedule; and an analytics person would only have access to an metrics dashboard, and so on.

The goal is to effectively manage and coordinate engagement and interaction across any and all social sites, as well as ones that might crop up in the future. For Hearst, its brands may require unique social interaction, but Sprinklr is providing a common interface and infrastructure. "All these magazines need to be able to provide consistent governance, reporting and metrics so we can tie our social activity back to the business metrics that matter," says Epstein. "You can’t do that when they’re all in silos."