Social Media Management Tools
These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. Read more about the Top Rated criteria.
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 10 or more ratings to appear on this TrustMap.
SharpSpring, a Constant Contact company, is a revenue growth marketing platform that helps small businesses generate leads, improve conversions to sales, and drive higher returns on marketing investment. The platform, open architecture and customer support, along with flexible contracts,…
Hootsuite is a social media management platform for building brand awareness, engaging with customers, and driving business results. Users can schedule posts across multiple social networks (including Instagram, TikTok, Twitter, Facebook, LinkedIn, Pinterest, and YouTube ), manage…
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…
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…
Khoros (Formerly Spredfast + Lithium) is a social media management platform. Key features include: Plan and Organize Social Campaigns, Manage Real-Time Engagement, and Learn and Prove Social Impact
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…
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.
Birdeye is a customer experience platform boasting customers among 80,000 businesses, who use Birdeye every day to attract new leads with Listings, Reviews, and Referrals, convert them into customers with Webchat and Payments and engage those customers with Surveys, Ticketing, and…
Sprinklr Modern Sales & Engagement helps users listen to, triage, engage and analyze conversations across modern channels. It helps mid-large organizations to convert social into a revenue driver and reduce churn by proactively engaging more customers. Sprinklr helps teams across…
Meltwater Media Intelligence platform is a set of public relations software tools for media monitoring, social media monitoring, and collecting brand insights. The four areas of functionality are Monitor, Analyze, Distribute, and Engage. (Note that this product combines features…
Radian6 was acquired by Salesforce.com in 2011 and - along with Buddy Media - is now part of the Salesforce Marketing Cloud. Salesforce now supplies social media management capabilities through Social Studio, the product built by combining Radian6 with Buddy Media, available on…
Contenive (formerly Postoplan) is a web-service that maintains the whole lifecycle of running social media profiles for businesses of various sizes and in all industries.Contenive's objective is to liberate company owners from the whole content production process, not just administration…
Facebook Business Manager (formerly 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.
monday marketer empowers marketers and creatives to plan, execute and optimize impactful marketing initiatives in one place. From strategic planning, and digital asset management to launching effective campaigns, customize your entire workflow to any project management style.
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.
Socialbakers is now part of Emplifi. Socialbakers and Astute have joined together to become Emplifi, a unified customer experience (CX) platform that brings marketing, care and commerce together to empathize with customers throughout the customer journey. Find out more about Emplifi…
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…
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…
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.
Viralheat was acquired by Cision in 2015 and rebranded Cision Social Edition. It was later discontinued.
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…
Oktopost empowers B2B enterprise and mid-market companies across Tech, Financial Services, Healthcare and other sectors to adopt a data-driven approach to social media marketing.Oktopost's social media management, social listening, and employee advocacy solutions enable B2B organizations…
Falcon.io 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…
Tailwind is a social media marketing solution built specifically for Pinterest marketing. It provides features such as scheduled pins, analytics, and scalable Pinterest activity.
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…
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 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.
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.
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.
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.
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:
- 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.
- 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.
- 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.
- 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:
- 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:
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.
The following Social Media Management Tools offer award-winning customer relationships, feature sets, and value for price. Learn more about our Best Of Awards methodology here.