Social Media Management Tools

Best Social Media Management Tools include:

Zoho Social, Agorapulse, Buffer, Sprout Social, Khoros Marketing (Formerly Spredfast + Lithium), Hootsuite, and Sprinklr Modern Engagement.

Social Media Management Tools TrustMap

TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 20 or more ratings to appear on this TrustMap.

Social Media Management Tools Overview

What are Social Media Management Tools?

Social media management software (SMMS) is a suite of tools designed for managing and analyzing online social interactions. SMMS products typically provide a single dashboard that provides engagement metrics for multiple social media accounts. This is helpful for companies that need to manage their brand presence on different platforms. It is also helpful for agencies that manage social profiles for multiple clients.

Tools that specialize in social media customer service will provide a shared inbox where employees or service reps can view all customer interactions and inquiries across social channels. This provides businesses with a unified view of customer engagement with their brand online.

There are both social media point solutions and larger SMMS suites available in the market. Companies have the choice of using more than one point solution to manage their social media activities or investing in a more comprehensive social media management platform.

Social Media Management Software Features

Though products have different strengths, most social media management suites include at least basic features around:
  • Social listening (identifying brand mentions)

  • Scheduling and posting content to multiple channels

  • Responding to customer inquiries

  • Running social marketing campaigns

  • Analytics to measure social engagement

  • Reporting to measure social campaign performance

Companies leverage social media channels in different ways. Businesses may be using social platforms for reputation management, customer service, customer advocacy programs, collecting product feedback, and market research. Here are five key social media use cases, with the relevant feature sets.

Social Media Monitoring

Social media platforms contain a vast amount of information about individuals’ behavior and online activity. Conversations happen among your customers and potential customers “in the wild” on these platforms. Many companies use a social media monitoring tool for social listening. This means tracking brand mentions and competitor activity.

Social listening helps businesses discover more about their target market. It can also help them understand customer expectations and employee sentiment, and provide ideas for product development.

Features related to social media listening include:

  • Ability to filter out spam/noise

  • Boolean keyword searches

  • Sentiment analysis

  • Competitive analysis

  • Broad channel coverage

You can find tools with a focus on social media monitoring here.

Social Media Publishing

Many companies use social media to communicate with customers and leads. Along with text-based posts, many businesses publish content relevant to their target audience on social platforms. Different social channels are also prime real estate for advertising or retargeting campaigns. All of these activities provide companies with a social way to connect with current and future customers.

Features related to social media publishing include:

  • Content planning and scheduling

  • Content libraries

  • Audience targeting (e.g. by location or demographics)

  • Content optimization

  • Content suggestion engine

  • Workflow management

  • Compliance management

You can find tools with strong social media publishing features here.

Social Media Customer Service

More and more customers, both B2C and B2B, expect to resolve issues via social media. In response, many companies run social customer care programs using these tools.

Features related to engaging with customer issues on social media include:

  • Automated routing and prioritization

  • Customer interaction histories

  • Integration with helpdesk platforms

  • Shared inbox for inquiries across social platforms

  • Assign agents to respond to an inquiry

  • Bulk actions

You can find tools with strong social media customer service features here.

Social Media Marketing

Some companies integrate social media into their overall marketing strategy. Those that do will need an additional set of marketing capabilities. Simply scheduling content won’t be enough. A key set of capabilities that are essential to running an integrated social media marketing strategy including the planning, execution, management, and analysis of cross-channel campaigns.

Features related to social media marketing include:

  • Ability to find and engage influencers and advocates

  • Customer profiling

  • Ability to curate UGC from social channels

  • Social campaign creation and management

  • Gamification capabilities (e.g. contests, apps, sweepstakes, quizzes)

  • Ability to discover and engage with prospects

  • Ability to manage and optimize paid social media posts

You can find tools with strong social media marketing features here.

Social Media Analytics

Companies with comprehensive social media programs will want to measure and optimize the performance of their social activities.

Features related to social media analytics include:

  • Social engagement metrics (e.g. likes, shares, retweets, clicks, etc.)

  • Ability to track paid and organic social efforts

  • Ability to measure ROI

  • Marketing attribution

You can find tools with strong social media analytics here.

Social Media Management Tools Comparison

An important part of picking the best SMMS tool for your business is understanding how well a particular product supports your use case. To help you assess what type of social media management tool to invest in, consider these four key factors:

  1. Does your business need a social media point solution that focuses on one of these five use cases: monitoring, publishing, customer care, marketing, or analytics? Or does your organization need an integrated SMMS suite that addresses two or more of these areas? If your business only needs a tool for one of these activities—like social publishing or listening—a point solution may be ideal. However, if you’ll need advanced features in at least one of these areas, a comprehensive SMMS suite will likely be a better investment. This will also be the case if you are planning to integrate your social media activities into your overall marketing strategy.

  2. Will your employees primarily be accessing the social media management software via desktop, or do they prefer to use mobile applications? Many SMMS vendors now offer mobile compatibility. Make sure you purchase a tool that allows your team to access the tool from mobile devices if that’s what they are used to doing.

  3. The ability to integrate with the rest of your marketing tech is another critical factor to consider. For many businesses, integrating their social media management tool with their CRM or marketing analytics software is critical for tracking things like marketing attribution across digital channels. Before purchasing a new tool, check with the vendor that the product you’re considering will integrate with other software you have.

  4. Usability is an obvious, but still highly important thing to consider. Even if the SMMS platform you purchase has incredible features, it won’t help you achieve your social marketing goals unless it can be easily adopted by the rest of your team. Software demos and free trials can be a great way to assess how well the user-interface works and how easy it will be for your employees to learn how to use.

Social Media Management in Enterprises

The social media management platforms that encompass multiple use cases are some of the best-suited tools for larger enterprises. Advanced analytics and reporting and APIs for integration with third-party software are especially crucial features for enterprises.

Enterprise-level platforms also offer more:

  • Scalability

  • Governance

  • Permissioning / team collaboration

  • Shared asset libraries

  • Access security

Social Media Management Tools for Small Business

Smaller organizations typically don’t require the same level of security and team management. It may also be less important for small businesses to have one central SMMS tool for everything. Larger, enterprise-grade suites may also be financially out of reach for many SMBs.

For small businesses that are working with a tight marketing budget, starting out with a few free tools might be the best first step. This allows you to assess how well a specific tool meets your business needs before investing in additional or advanced capabilities.

Here are a few examples of free social media management point solutions:

Pricing Information

Social media management tools are priced based on a variety of factors. These include:

  • number of brands that need to be managed

  • number of profiles managed

  • number of users

  • range of features available

Prices vary widely based on these factors. There are point solutions with basic features available for free, but most free options won’t cut it if you want to coordinate your social strategy across multiple social media sites and profiles.

Small businesses can count on paying around $100/mo. for an SMMS tool. This tier usually includes at least 10 profiles and a handful of users. Large enterprises may spend a few thousand dollars per month for a more comprehensive platform. For more information about pricing for larger SMMS suites, contact the vendor directly.

Social Media Management Products

(1-25 of 99) Sorted by Most Reviews

148 ratings
292 reviews
Top Rated
Agorapulse is a social media management tool that aims to help mid-sized businesses and agencies better manage their Facebook, Twitter, Instagram, LinkedIn, and YouTube activity.This social media management tool allows users to post content, engage with their community, and download reports from a s…
Zoho Social
35 ratings
161 reviews
Top Rated
Zoho Social helps marketers in small to large organizations to grow the social media presence of their brand with actionable insights focused on content and engagement. Zoho Social provides marketers with pre-publishing insights based on the engagement level of previous posts and the activity of t…
384 ratings
159 reviews
Top Rated
HootSuite Enterprise provides a centralized platform for managing streams from different social media channels and posting/ engaging across channels simultaneously. It also has strong team / workflow features and good mobile apps.
31 ratings
110 reviews
NetBase is a social media analytics platform that analyzes real-time and historical information on the internet. It uses proprietary Natural Language Processing along with machine learning to extract true meaning and sentiment from online conversations. Use cases include brand management, campaign t…
Sprout Social
250 ratings
90 reviews
Top Rated
Sprout Social provides social media management, marketing, customer care, data and intelligence, and employee advocacy solutions for leading brands and agencies, including Ticketmaster, Chipotle, Grubhub, Subaru, Zendesk and many more. Sprout’s platform is designed with ease of use in mind, simplify…
Khoros Marketing (Formerly Spredfast + Lithium)
52 ratings
80 reviews
Top Rated
Spredfast is a social media management platform. Key features include: Plan and Organize Social Campaigns, Manage Real-Time Engagement, and Learn and Prove Social Impact
Sprinklr Modern Engagement
74 ratings
68 reviews
Top Rated
Sprinklr Modern Engagement helps users listen to, triage, engage and analyze conversations across modern channels. The vendor states that users can increase revenue and reduce churn by engaging more customers while reducing cost per engagement and managing brand risk with enterprise-grade governance…
193 ratings
66 reviews
Top Rated
Buffer is a social sharing tool. When browsing content, clicking on the Buffer icon automatically stores the content and schedules posts to social media channels throughout the day.
15 ratings
38 reviews
NUVI is a social media intelligence platform. It is designed to listen, monitor, and engage, the social web. NUVI's patented bubble stream visualizes the social web in real time.
Facebook Pages Manager
55 ratings
35 reviews
Facebook Pages Manager is a mobile app that supports management of up to 50 Facebook pages from a smart phone or tablet, allowing social media managers to see activity, post updates, and respond immediately to customers.
14 ratings
34 reviews
Top Rated
Birdeye is an all-in-one customer experience platform that provides businesses with the tools to deliver great experiences at every step of the customer journey. More than 60,000 businesses of all sizes use Birdeye every day to be found online and chosen through listings and reviews, be connected w…
Socialbakers Suite
33 ratings
30 reviews
The Socialbakers Suite, now from Astute (acquired September 2020) is an AI-powered social media marketing suite. It is designed to enable marketers to understand their personas, gather market intelligence, find influencers, track online conversations, and measure marketing ROI in one place.Audiences…
Shoutlet (Discontinued)
14 ratings
25 reviews
Shoutlet is a cloud-based social relationship platform that enables marketers to publish, engage and measure social marketing campaigns and activities on social media platforms such as Facebook, Twitter, LinkedIn, Foursquare, Google+, and YouTube. The product’s focus is on quantifying return on soc…
Sysomos Expion
11 ratings
20 reviews
Sysomos Expion is a social media management solution that is designed to deliver content discovery, planning, publishing, moderation, and analytics in a single, easy-to-navigate screen. According to the vendor, it’s a platform that can manage social enterprises, no matter how large or complex. The v…
Adobe Social
28 ratings
15 reviews
Adobe Social, incorporates technology from Context Optional and Efficient Frontier. Adobe acquired Facebook advertising-management platform Efficient Frontier in November. Six months earlier, Efficient Frontier had acquired Facebook page-management platform Context Optional. Adobe Social is an ent…
Viralheat (Discontinued)
6 ratings
14 reviews
Viralheat was acquired by Cision in 2015 and rebranded Cision Social Edition. It was later discontinued.
15 ratings
13 reviews
Oktopost is an end-to-end social media management platform, designed for B2B marketers. Oktopost offers detailed analytics on how social drives traffic and leads, and integrates to all major marketing automation platforms such as Act-On, Hubspot, Marketo, Net-Results, Salesfusion and Pardot. This p…
Cool Tabs
35 ratings
13 reviews
Cool Tabs is a social media marketing platform that is designed to help users increase their online audience and get qualified leads by creating simple interactive content for apps, social networks, microsites, mobile devices and websites. Users have more than twenty different types of dynamics to c…
CX Social
3 ratings
12 reviews
Engagor is a Social Media Management platform. Its key features include monitoring of the social web, real-time customer engagement, workflow automation, analytics and reporting. The product was acquired by Clarabridge in 2015.
12 ratings
12 reviews
Sendible is a social media marketing platform that allows users to engage with their audience and track results across multiple social media channels at any time.
Social Studio
34 ratings
12 reviews
Social Studio is a social media management plaform built around features such as social media monitoring and listening, content scheduling and publishing, collaboration, and analytics.
9 ratings
9 reviews
Tracx is a social media analytics platform that is designed to help enterprises to build their brand, attract new customers, service existing ones and connect with other key audiences in the social-enabled world. According to the vendor, the solution analyzes and refines mass amounts of geographic, …
11 ratings
9 reviews
Tailwind is a social media marketing solution built specifically for Pinterest marketing. It provides features such as scheduled pins, analytics, and scalable Pinterest activity.
16 ratings
8 reviews provides a platform for social media marketing and customer experience management. It features tools for social listening, engagement, publishing, analytics and managing customer data. This platform enables marketers to deliver more personalized brand experiences based on enriched custom…
3 ratings
5 reviews is a social media management solution built around features such as analytics, automated insights through campaigns, and influencer marketing.

Frequently Asked Questions

What is social media management?

Social media management is a set of activities aimed at monitoring, moderating, and generating online engagement about your brand or products/services. There are six core capabilities that most social media management software (SMMS) suites have:

  1. Social listening and monitoring
  2. Content scheduling and publishing
  3. Social media customer service
  4. Social media engagement analytics and tracking
  5. Marketing campaigns across social platforms
  6. Social campaign performance reporting

What are the best social media management tools?

The Top Rated social media management tools, according to end-user feedback on TrustRadius, include:

There are many social media management tools available today. Some focus on just one or two of the areas highlighted in the previous question, while others include all six functions. Learning more about the different types of SMMS products available will help you figure out which tool fits your business best.

What are the best free social media management tools?

There are a number of free SMMS tools available, though many have a limited number of social profiles and user profiles. Some popular free social media management products include:

Most free products focus either on one specific social channel (e.g. Instagram, Twitter) or on one area of activity, like social listening or publishing. Many of these products have paid plans available that provide advanced features and a greater number of social profiles.

Why is social media management important?

Having a social media strategy, or integrating social into your overall marketing strategy, can help businesses create stronger relationships with their customers and proactively monitor their brand presence online. Some key benefits of using social media management software include:

  • monitoring conversations happening about your brand across social platforms
  • automating repetitive tasks like scheduling and posting content across social channels
  • providing support directly to customers asking questions on different social media sites
  • orchestrating social media campaigns across channels from a unified interface
  • reporting on online engagement metrics and campaign success

How much does social media management software cost?

Aside from the free plans some vendors offer, social media management software is typically priced based on four factors:

  • the number of brands that need to be managed
  • the number of social profiles
  • the number of user profiles, or licenses required
  • the range of features available

Plans for small businesses can range from $30-$200 per month, depending mainly on the number of users and social profiles. Enterprise-level plans can cost upwards of multiple hundreds of dollars per month. For more pricing information about enterprise plans, reach out to the vendor directly.