Reliable. HootSuite is a very reliable and easy-to-use tool.
Scheduling capabilities are really great. We use many student volunteers and this capability makes it possible to manage the entire program with one full-time person managing it. We can maintain an active presence over several channels without having to be post live.
The use case is primarily scheduling. Also listening for Twitter mentions. and engagement with propsective students (questions, etc). This is our primary tool for engagement across the board.
We use social media to present a positive image of the school. A huge number of high school students use social media to decide where to go to school. Facebook is a great recruitment channel.
We use the tool primarily for relationship building and retention. We primarily use the Facebook and Twitter channels to build relationships with current and prospective students and other stakeholders.
Centralized management of social media accounts is also very important. We manage multiple accounts and HootSuite is the best way to keep track of them all: Use team functionality. We have eight FB pages, eight Twitter accounts. We also have Google + and Instagram channels but our use of these is much more limited.
The primary functions we use the tool for are social listening, publishing and engagement, and centralized team management and workflow.