It’s nothing of the sort – Percolate makes it easier for the “real” people in businesses to access, share, contexualise and comment on the content that the people in the business and consumers around the business are sharing and consuming. It does this by collecting said content into a single interface for business consumption and sharing – and is constantly optimising around what is shared, consumed and impactful.

It helps community managers, content producers and social media team folks find some signal in the vast amounts of noise.

I say this from experience using the tool – it’s a great plus to a heavy content producing and sharing organisation. And it most definitely does not provide “automated canned responses” — in fact it doesn’t provide any responses at all. It does nothing without real people being involved.