1) Identify your Needs: The SalesForce program will create a much more business-oriented employee than HootSuite. One is not better than the other- context is what is important.
2) Evaluate Commitment: Not all programs are created equal. While some may be free and easy, others may require more time and even a little money from your savings. Understanding this is a great way to evaluate how passionate and committed and employee is about their career in social media.
3) Stay Current: New programs and trends are the only constant in social media. Staying up to date on these programs, and continually evaluating them, is key if a company wishes to stay current.