Microsoft Removes Social Media Management from Dynamics 365 Customer Insights – Journeys

Microsoft announced the removal of its social media management functionality and LinkedIn lead generation tool from Dynamics 365 Customer Insights – Journeys as part of its broader shift toward Real-Time Journeys. Microsoft cited low overall use of the social media feature and a strategic focus on Real-Time capabilities and other functionality intended to provide greater return on marketing investments. If you've been using Dynamics 365 to schedule social posts or analyze their performance, there are several steps you can take to preserve your information and find an alternative way to manage your social media presence.

What to do with your existing social media data

Dynamics 365's social media management functionality primarily provided one-way communication with social platforms. It did not host or manage the underlying interactions, so historical interaction data remains available through the individual social platforms. If you also want to preserve historical information from Dynamics 365, you can export your data to Excel. Another option is the Visualize this view Power BI feature. Reports created with this functionality can be saved to your Power BI workspace alongside your other reports. You can also consider bringing data from your individual social platforms directly into Power BI, especially if you want to create a centralized reporting dashboard.

Option 1: Manage posts directly through your social platforms

One of the simplest alternatives is to schedule and publish content directly through each social media platform. This approach may not be ideal for organizations managing large, multi-platform campaigns, since replies, comments, and other interactions must also be managed separately. However, native scheduling can be a low-cost option for organizations with only a few social profiles. Many popular platforms provide their own scheduling capabilities:

• X: Posts can be scheduled using the platform's available scheduling functionality.
• Instagram: Professional and business accounts can schedule supported posts and content, with Meta Business Suite providing additional management options.
• Facebook: Business pages and professional profiles can manage scheduled content through Meta Business Suite.
• YouTube: The standard upload process includes scheduling options.
• LinkedIn: The post composer includes a scheduling option for choosing when a post should be published.

If your organization uses additional platforms, check their documentation to see whether native scheduling is available.

Option 2: Integrate social media data with Customer Insights

The removal of social media management doesn't necessarily mean social media information can't be used with Customer Insights. Depending on your business requirements, integrations can potentially bring information from social platforms into your processes for purposes such as:

• Triggering customer outreach
• Adding information to contact or lead records
• Supporting marketing and sales processes
• Creating custom Real-Time Journey triggers

Some social platforms also provide developer tools that can support integration with CRM systems. The right approach depends heavily on what data you need, where that data originates, and how you want to use it within Dynamics 365.

Option 3: Use a dedicated social media management platform

There are also many third-party applications designed specifically for managing social media activity across multiple platforms. The tools discussed in this Fast Class are presented as options to investigate rather than specific Syvantis recommendations.

Buffer

Buffer provides several entry-level pricing options and is structured around the number of social channels you need to manage. This can make it worth exploring for organizations with a relatively small number of important social accounts. Buffer also offers analytics functionality that can connect social media insights with Shopify e-commerce data. Nonprofit pricing may also be available.

Later

Later supports social media scheduling across platforms such as Facebook, Instagram, X, Pinterest, LinkedIn, TikTok, and YouTube. Different plans accommodate varying numbers of users, social profiles, and scheduled posts, making it possible to select a tier based on the size of your social media team and publishing requirements. Nonprofit discounts may be available.

Sendible

Sendible is another option for managing multiple social profiles and scheduling content. Its entry-level offering is designed for an individual user managing several profiles, while higher tiers add additional users and social profiles for larger teams. Nonprofit discounts may also be available.

Loomly

Loomly provides social media management capabilities for teams and includes an integration with Canva, allowing designs to be brought into the social media workflow. Higher-level plans support additional users and social accounts and can include functionality such as Microsoft Teams notifications. Nonprofit pricing may be available.

Hootsuite

Hootsuite provides social media management functionality designed for organizations that need more advanced planning and collaboration capabilities. Depending on the plan, features can include:

• Campaign planning
• Content calendars
• Approval workflows
• Social media advertising management
• Team roles and permissions

Hootsuite may also offer nonprofit pricing.

Sprout Social

Sprout Social is another enterprise-focused social media management platform. It offers multiple tiers designed for organizations that need more extensive social media management capabilities. It generally represents a higher-cost option than many of the other tools discussed in this class, although nonprofit discounts may be available.

Choosing the right social media management approach

There isn't a single replacement that will be right for every organization. If you're managing only a few accounts and don't need centralized analytics or sophisticated workflows, the native scheduling capabilities built into individual social platforms may be sufficient. If you're managing multiple platforms, several users, or coordinated campaigns, a dedicated tool such as Buffer, Later, Sendible, Loomly, Hootsuite, or Sprout Social may provide a more efficient workflow. When comparing platforms, consider:

• Number of social media accounts
• Number of users who need access
• Monthly posting volume
• Approval and collaboration requirements
• Reporting and analytics needs
• Integrations with tools such as Microsoft Teams, Canva, Power BI, or Shopify
• Nonprofit discounts, if applicable
• Monthly versus annual billing options

Preparing for the move to Real-Time Journeys

The removal of social media management is part of a larger transition from Outbound Marketing to Real-Time Journeys in Dynamics 365 Customer Insights – Journeys. As you plan for this transition, take time to preserve any Dynamics 365 social media information you still need, decide how future posts will be scheduled and managed, and evaluate whether social media information needs to remain connected to your Dynamics 365 marketing and sales processes. The transition is also a good opportunity to review your broader marketing technology stack and determine which tools best support your organization's current social media, analytics, and customer engagement needs.