Social Media Management Tools
Best Social Media Management Tools
- Top Rated Social Media Management Tools include: Socialbakers Suite, Falcon.io, AgoraPulse, Buffer, Spredfast, Lithium Social Media Management, Sprout Social, Sprinklr, and Hootsuite Enterprise.
- Other Social Media Management Tools on the TrustMap include: Hootsuite Pro, Hootsuite Free, Zoho Social, Sysomos Expion, Social Studio, and Adobe Social.
- A complete list of Social Media Management Tools is available here.
TrustMaps are two-dimensional charts that compare products based on satisfaction ratings and research frequency by prospective buyers. Products must have 20 or more ratings to appear on this TrustMap, and those above the median line are considered Top Rated.
Social Media Management Overview
What is Social Media Management Software?
Social media management software (SMMS) is a suite of tools designed for managing and analyzing social interactions. SMMS products typically provide a single dashboard that covers multiple accounts. This is helpful for companies that need to manage their own brand presence on different platforms. It is also helpful for agencies that manage social profiles for multiple clients.
Many companies use more than one tool to manage their social media efforts.
Social Media Management Features & Capabilities
Though products have different strengths, most social media management suites include at least basic features around:
Social listening (identifying brand mentions)
Scheduling and posting to multiple channels
Responding to inquiries
Running marketing campaigns
Analytics to measure social engagement
Companies leverage social media channels in different ways. Use cases include reputation management, customer service, and market research. Here are five key social media use cases, with the irrelevant feature sets.
Social Media Monitoring
Social media is a source of a vast amount of information. 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 companies 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
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. It is a social way to connect with their target audience.
Features related to social media publishing include:
Content planning and scheduling
Ability to target a particular audience by geographic location, for example
Content suggestion engine
You can find tools with strong social media publishing features here.
Social Media Customer Service
More and more consumers 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
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.
Features related to social media marketing include:
Ability to find and engage influencers and advocates
Ability to curate UGC from social channels
Campaign creation, such as contests, apps, sweepstakes and 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 their social activities.
Features related to social media analytics include:
Track success (e.g. likes, shares, retweets, clicks, etc.)
Ability to analyze the effectiveness of paid and organic social efforts
Ability to measure ROI
You can find tools with strong social media analytics here.
Choosing Your Social Media Management Tool
You should begin with understanding how well a particular product supports your use case. The five major use cases are:
Social media monitoring
Social media publishing
Social media customer care
Social media marketing
Social media analytics
Social media management suites address two or more of these areas. Point solutions focus on one particular set of features. You may need advanced features in certain areas, and only basic features in others, depending on your goals.
On top of this, there are some other important platform criteria:
Mobility: A desire to access social media management products via mobile devices.
Integration: Capabilities to tie together other systems, including CRM and analytics.
Usability: SMMS users place a high emphasis on UX/user interface.
- Likelihood and impact of acquisition: Acquisitions can bring greater integration. But they can also alter the focus of a product and its roadmap.
Social Media Management in Large Enterprises
Some social media management tools encompass multiple use cases. They may bundle listening, engagement, and publishing, with marketing campaigns and advanced analytics. These are best suited for larger enterprises. Enterprise-level platforms also offer more:
Permissioning / Team collaboration
Shared asset libraries
Smaller organizations 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.
Social media management tools are priced along a variety of factors. This includes:
The number of profiles managed
The number of users
Which features you are looking for
Prices range 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.
Social Media Management Products
Agorapulse is a social media management tool that helps mid-sized businesses and agencies better manage their Facebook, Twitter, Instagram, LinkedIn, and YouTube activity.Post content, engage with your community, and download reports from a single, intuitive dashboard.
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...
HootSuite Pro provides access to up to 100 social profiles, and up to 10 enhanced analytics reports. It also provides message archiving and some other optional advanced features like team workflow.
Sprout Social is a social media management platform for businesses. This platform powers smart social communication for leading brands around the world including Anthropologie, GrubHub, Hyatt, MailChimp, Spotify and Zipcar. Sprout Social is available via a web browser, iOS and Android apps. Sprout...
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
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...
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.
Sprinklr is a platform that is designed to manage and enrich customer experiences across multiple social channels and websites. This solution addresses the need to manage the growing number of social channels and their expansive user bases that impact an organization.According to the vendor,...
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.
Lithium Social Media Management combines powerful publishing and response feature sets for social media marketing and customer service. Social Publishing Marketing users can sharpen their social strategy and publish better content with collaborative planning. According to the vendor, key benefits...
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...
HootSuite Free is the free version of the product which allows access to 5 social profiles and 2 RSS feeds. It does not provide team membership functionality, access to HootSuite University (training) or other advanced features.
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.
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...
According to the vendor, Socialbakers Suite is the first AI-powered social media marketing suite. It enables marketers to understand their personas, gather market intelligence, find influencers, track online conversations, and measure marketing ROI in one place:Audiences & PersonasHave AI...
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...
Cision Social Edition (formerly Viralheat) is a social media marketing suite that combines social media management and intelligence in a single platform encompassing account management, monitoring, publishing, engagement, and analytics. Viralheat was acquired by Cision in 2015 and rebranded Cision...
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...
Cool Tabs is a social media marketing platform that is designed to be used to manage marketing campaigns on various social networks and on an organization’s website. Users can generate new leads through quizzes, promotions, and competitions. The Cool Stats application shows the results of...
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.
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.
Percolate is an enterprise-level content marketing platform designed to help large brands create content and manage marketing campaigns. It features content creation and editing tools, a marketing calendar for tracking resources and campaigns, social monitoring tools and content analytics, media...
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,...
BirdEye is a set of online business reputation management tools focused on customer reviews and social media activity. It includes review monitoring, review generation, review marketing, customer surveys, social listening, social publishing, social engagement, social ticketing for customer support,...
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.