Dynamic is the word of the day.  If I’d known how many times John Bara, CMO of Thismoment, was going to use the word “dynamic” during our phone conversation earlier this week, I would’ve counted.  Because according to Bara, “dynamic” is the most important characteristic of our new era in social media marketing.

The consumer world is spread across digital and print media, signage in Times Square and billboards floating above football stadiums.  From Facebook to Twitter, smartphone to tablet, a brand looking to reach the youth of today better have a dynamic approach.

That’s what Thismoment offers with its flagship Distributed Engagement Channel (DEC), a cloud-based platform used by marketers at some 200 companies that grace the Fortune 500 list.  A major update, available today, introduces DEC 4 with new features for creating media-rich campaigns, and more metrics to boot.

Rich media in more feeds

Perhaps the highlight of DEC 4 is support for Facebook Timeline publishing and the recently unveiled Twitter Cards, increasing brand reach with more media integration.  The Twitter Cards, for example, seek more engagement with photo and video support, and the DEC integration means a brand can more easily “embed” rich media into a semi-static Twitter experience.

Advanced integration with Facebook’s Open Graph API also increases the number and types of interactions brands can have with consumers, automatically generating user stories that contribute to the highly prized engagement metric for the popular social network.

“DEC 4 gives brands the flexibility to distribute to any and all social endpoints, customized for each campaign,” Bara explains.  “One might be for Facebook and YouTube, another may be for a brand’s website and Twitter.  Now you can put a YouTube clip on your Twitter card, marketing campaign objects for dynamic content publishing.  It basically gives brands the ability to embed media within their feeds.”

More metrics, please

Certainly, DEC 4 is all about enabling that anytime, anywhere motto, including more HTML5 support with better analytics and data vizualization capabilities, spanning campaigns and brands.  That means more support for global capabilities, and increased scalability from a cloud-based solution.

Metrics are a key feature for DEC 4, offering brand managers what Bara calls a “strategic perch” for viewing campaign performance outside of the silos of a social network’s own reporting methods.  This Skynet View within DEC 4 offers the appeal of broad monitoring across YouTube, Facebook and every other point of distribution.  Facebook campaigns in particular get a metrics boost from Thismoment, with enhanced reports on Facebook’s basic Insights, reach, geography, Likes, top 10 posts, content filters and more.

Data control at the end-user level

This thickening data layer is becoming increasingly important for organizations today, reiterating a cross-industry trend that’s affecting companies at the infrastructure level.  With increased access to data through software platforms like Thismoment, more employees can work more productively.  The impact is scaled company-wide, and benefits from the additional opportunities to contribute to the decision-making process.  The faster an organization can learn, the faster it can adapt.

Thismoment has baked in more controls for this type of end-user accessibility, so a CMO that’s managing multiple brands can keep them from seeing each other’s metrics, or make them available with full transparency.  That same CMO can also set controls for their team members, providing as much or as little data as necessary.  “It fits organizational requirements as well as brand requirements,” Bara says, citing compliance as a priority in today’s global market.

With data accessibility becoming such an important aspect of business in any industry, Thismoment is really making its appeal to the enterprise with DEC 4, improving on a trend that’s gained the attention, and investment, of top software and services firms.  Salesforce’s acquisition of Buddy Media is among the most recent examples, a deal made around the same time Microsoft, Google, Oracle and SAP announced their own respective social enterprise acquisitions.

“This is an enterprise-class platform for dynamic brand experiences on a global scale,” Bara says.  That means more features that work with a company’s existing workflow, approval process, access and compliance controls, to name a few, harping on a problem companies even outside of marketing are looking to solve.

“It’s great to have a system for participation and launch campaigns, but they have to be done with control so you don’t lose brand consistency.  The new DEC 4 functions add to the risk management and compliance elements of this platform.”