My hotel is unique because we are actually two hotels in one which means we have double the social profiles a normal property does. We use Sprout Social to keep track of all our social profiles and interactions. It assists in making sure nothing falls through the cracks or goes unanswered.
1 - I am the whole Social Marketing team for two hotels. Sprout Social allows me to maximize my efficiency and social reach all in one place. It would be very easy to lose track of 6+ social platforms. Sprout Social allows me to keep up with all the platforms, scheduled posts and makes sure all interactions are responded to.
I have used Hootsuite Free and I am unimpressed. It is not as user-friendly as I would hope for it to be and find it confusing at times. I can't figure out how some of the add-ins work and I don't like the layout at all. It's not aesthetically easy on the user's eyes either. I prefer the ease-of-use with Sprout Social and how it reads. It is easier on the eyes, easy to compile reports and very understandable.
It is truly a great platform for anyone trying to manage more than three social platforms at a time. I don't think it's worth purchasing for less than three social platforms because of its lack of ROI accountability. I wish it had a built-in tool that could create short links that could then be tracked in the application. Right now it relies on bit.ly and I have to go to an outside site to track links posted.