Best Social Media Management Tools82Social media management applications are software tools that allow organizations to manage social media-related activities across the enterprise. Although several of these tools attempt to handle the full range of social-related activity, many have particular strengths in one or more areas and companies often use more than one product to manage social media efforts.AgoraPulse1https://dudodiprj2sv7.cloudfront.net/product-logos/rV/7p/W7JTG122JCTK.PNGNetBase2https://dudodiprj2sv7.cloudfront.net/product-logos/lB/D0/ZZO97IELT841.PNGHootsuite Pro3https://dudodiprj2sv7.cloudfront.net/product-logos/vG/FW/0EF5XRKQSFWC.JPEGSprout Social4https://dudodiprj2sv7.cloudfront.net/product-logos/Sh/i0/UB2ZWQ2XJ8XW.PNGSpredfast5https://dudodiprj2sv7.cloudfront.net/product-logos/Bs/Xs/7FT717CKHC5H.JPEGZoho Social6https://dudodiprj2sv7.cloudfront.net/product-logos/oN/Rv/ITFW1T1CK3NO.JPEGHootsuite Enterprise7https://dudodiprj2sv7.cloudfront.net/product-logos/vG/FW/82VTWIZC8WTT.JPEGSprinklr8https://dudodiprj2sv7.cloudfront.net/product-logos/Vh/kV/CSZ9558FEJOB.PNGNUVI9https://dudodiprj2sv7.cloudfront.net/product-logos/Q0/21/EJ9ZQ3GHS4T4.JPEGLithium Social Media Management10https://dudodiprj2sv7.cloudfront.net/product-logos/T6/dx/MXXKKW8E20WR.PNGShoutlet11https://dudodiprj2sv7.cloudfront.net/product-logos/Fa/Yn/3PT2QQ88PQUA.PNGHootsuite Free12https://dudodiprj2sv7.cloudfront.net/product-logos/vG/FW/MXS4H7NQLUTB.JPEGBuffer13https://dudodiprj2sv7.cloudfront.net/product-logos/UQ/j0/5VK122T333JZ.JPEGSocialbakers Suite14https://dudodiprj2sv7.cloudfront.net/vendor-logos/lC/Qq/521V2CTQXJAS-180x180.JPEGSysomos Expion15https://dudodiprj2sv7.cloudfront.net/product-logos/RW/2U/B9Z3W0TT9A5P.PNGAdobe Social16https://dudodiprj2sv7.cloudfront.net/product-logos/NI/uB/QOKXE5PZ0AWM.PNGViralheat17https://dudodiprj2sv7.cloudfront.net/product-logos/ni/Nk/51MR9IQ0MWB6.PNGOktopost18https://dudodiprj2sv7.cloudfront.net/product-logos/G5/ef/G2OF1EK9OUX7.PNGEngagor19https://dudodiprj2sv7.cloudfront.net/product-logos/Vt/gg/XL3U6T8ENKRM.PNGSocial Studio20https://dudodiprj2sv7.cloudfront.net/vendor-logos/tA/jR/XVG2TM0FRR4B-180x180.PNGCool Tabs21https://dudodiprj2sv7.cloudfront.net/product-logos/lS/gM/210749374HRB.JPEGTracx22https://dudodiprj2sv7.cloudfront.net/product-logos/ho/Yv/DM4S5FBNSDXI.JPEGPercolate23https://dudodiprj2sv7.cloudfront.net/product-logos/oF/H7/89ZDPN3CELAF.PNGSendible24https://dudodiprj2sv7.cloudfront.net/product-logos/Kt/9G/G5F5TK7E7RAM.JPEGFalcon.io25https://dudodiprj2sv7.cloudfront.net/product-logos/C9/pP/GB8D2H3Z0WOZ.PNG

Best Social Media Management Tools

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

  • 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. It is a social way to connect with their target audience.


Features related to social media publishing include:


  • Content planning and scheduling

  • Content libraries

  • Ability to target a particular audience by geographic location, for example

  • 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 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

  • 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.


Features related to social media marketing include:


  • Ability to find and engage influencers and advocates

  • Customer profiling

  • 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.


Factors to Consider When 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:


  • Scalability

  • Governance

  • Permissioning / Team collaboration

  • Shared asset libraries

  • Access security


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.


Pricing Information

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 Software Overview

Not surprisingly, since we launched our first Buyer's Guide to Social Media Management Software in November 2013, a few things have changed. In that guide, we defined social media management software as a “set of tools to manage or analyze interactions through multiple social media accounts from a single dashboard,” including the ability to listen for brand mentions, post to multiple channels, run marketing campaigns and measure the relative success of campaigns.

Within the broad definition, we identified seven “use cases”: analytics, listening, publishing/engagement, customer care, curation, social selling, and promotions, each of which emphasized a different feature set.

Social tools are both proliferating and consolidating

Since then, two major and somewhat conflicting trends have been underway: the simultaneous proliferation and consolidation of social tools. The 2011 marketing technology landscape, produced by Chiefmartec.com blogger Scott Brinker, contained a little over 20 social media marketing and analytics tools. The 2012 version contained about 35 products, the 2014 version contained more than 60, and the 2015 version contains well over 100, and is by no means exhaustive. TrustRadius currently has more than 140 social media management tools listed on our website. This proliferation of tools aligns with a similar trend in marketing technology in general.

Of course, as tools with different feature sets arise, mergers and acquisitions take place as vendors aim to become an all-in-one solution for their customers. In the social space, this is happening on two levels. First, the marketing cloud or suite vendors are adding social to their arsenals. In 2012, Oracle, for example, purchased Vitrue (a social marketing tool), Collective Intellect (a social intelligence platform) and Involver (a social development platform), and recently used the three products to create the Oracle Social Relationship Management platform. Salesforce purchased listening tool Radian6 in 2011 and the publishing tool Buddy Media in 2012, and in 2014 launched Social Studio, a unified version of the two products. Adobe acquired Efficient Frontier, a tool that allowed marketers to place ads on Google and Facebook, in 2011.

Secondly, social media management vendors are using acquisitions to incorporate different social capabilities, as well as developing their own additional functionalities, in order to become a one-stop shop for all things social. Spredfast merged with the social curation platform Mass Relevance, Hootsuite acquired the social analytics tool uberVU and the social media campaigns platform BrightKit, and Sprinklr acquired services company TBG Digital, as well as Dachis Group and Branderati.

With all this consolidation of social media management software, the lines between some of the use cases we delineated in our first buyer's guide are blurring. For example, many software tools that were originally positioned as “listening” tools have added or strengthened their engagement capabilities, just as many of the traditional publishing- and engagement-focused tools have added or strengthened their listening capabilities.

A third trend in the social media space is also underway, though not strictly related to software: some companies are shifting their approach to social media in general, from an isolated marketing channel, to an integrated part of business processes. This means that where social media was traditionally the activity or responsibility of one person in the marketing department or a small team, some enterprises are now leveraging the data and engagement opportunities via social media across different business units—from marketing to sales to customer service to HR—as well as across the customer journey—from awareness to prospect to customer to loyal customer.

Our new approach to covering social media management software

Based on these trends, we've adjusted our approach to the space in this second guide. First, we're zeroing in on enterprises. There are many free or low cost tools that help smaller organizations or those just starting to leverage social media. We decided to focus on comparing the software products used by large companies (with more than 500 employees) for enterprise-level social media programs. Enterprises have particular social media software needs, including scalability, security, user permissions, collaboration within a team and across departments, workflow, content management, and governance. These software products are not used exclusively by enterprises, so this guide will be valuable to other market segments as well.

Second, we're defining use cases not based on the feature sets of the various tools (since those are blurring), but rather the social media strategies of software users. We've analyzed 400+ end-user ratings and reviews of 23 social media management software products to understand how enterprises are leveraging social media in general, and what tool or set of tools are they using to facilitate those activities.

Based on end-user reviews, in-depth interviews with some of the reviewers, and interviews with vendors, we've identified three primary use cases, or ways that companies are leveraging social media, and the tools that support them: social customer care, social intelligence, and social media marketing.

The use cases are by no means exhaustive. For example, PR departments might use social media for reputation management, and sales representatives might use social media to maintain relationships with clients. HR departments are starting to use social media to discover and recruit candidates for employment, as well as track employee sentiment and employee compliance with social media policies. Other use cases will arise as new social channels emerge and attract audiences, and as enterprises continue to find new ways to take advantage of the opportunities presented through social media. However, we feel these three use cases are the most widely used and require the most tool support.

Using more than one social media management tool

It's also important to note that some companies fit multiple use cases and also use multiple tools. In fact, despite the consolidation of social tools and the desire of many vendors to become the one-stop-shop for social media management, consumers of these software tools still largely say they need more than one tool to meet their needs. In a recent TrustRadius survey, 75 percent of the respondents who use social media management software use two or more tools, and 14 percent of those who use more than one tool actually use six or more.
Pie chart illustrating how many social media management tools are used

Richard Margetic, head of social media at Intuit and previously at Dell, says using multiple social media tools is redundant but necessary. “We've got to pick and choose among the landscape to meet our needs,” he says. “Each one does something well, but fails miserably in other areas that are important to a company. We end up with multiple tools that have overlapping functionality in order to get everything we need to be successful in social. We're not optimizing our spend, and still not getting the cohesive capabilities that we need to meet the business requirements.”

Pages 3-26 are available in the complete TrustRadius Buyer's Guide to Enterprise Social Media Management and cover

  • The Best Social Media Management Software for Enterprises
  • How Enterprise Are Leveraging Social Media: Three Use Cases
  • Adobe Social Ratings & User Feedback
  • Attensity Ratings & User Feedback
  • Brand Embassy Ratings & User Feedback
  • Brandwatch Ratings & User Feedback
  • Conversocial Ratings & User Feedback
  • Expion Ratings & User Feedback
  • Hootsuite Enterprise Ratings & User Feedback
  • Lithium Social Web Ratings & User Feedback
  • Meltwater Buzz Ratings & User Feedback
  • NetBase Social Ratings & User Feedback
  • Offerpop Ratings & User Feedback
  • Oracle Social Relationship Management Ratings & User Feedback
  • Shoutlet Ratings & User Feedback
  • Simply Measured Ratings & User Feedback
  • Salesforce Social Studio Ratings & User Feedback
  • Spredfast Conversations Ratings & User Feedback
  • Sprinklr Ratings & User Feedback
  • Sprout Social Ratings & User Feedback
  • Sysomos Heartbeat Ratings & User Feedback
  • Sysomos MAP Ratings & User Feedback
  • Viralheat Ratings & User Feedback
  • Woobox Ratings & User Feedback

Social Media Management Products

Listings (1-25 of 94)

AgoraPulse

203 Ratings

AgoraPulse is a Social Media Management and CRM suite that is designed to help agencies, business owners and marketers manage their Facebook page, Twitter and Instagram accounts. It also helps the community manager to engage with fans and followers with ease, moderate content and measure results...

NetBase

134 Ratings

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

440 Ratings

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

241 Ratings

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

101 Ratings

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

68 Ratings

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

221 Ratings

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

96 Ratings

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

46 Ratings

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

41 Ratings

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

39 Ratings

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

323 Ratings

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

141 Ratings

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.

Socialbakers Suite

43 Ratings

Socialbakers is an AI-powered social media marketing suite for brands and agencies of all sizes.According to the vendor, capabilities include:Measure & benchmark social media performance: Measure the performance of your business across social channels. Learn more from your customers, gain...

Sysomos Expion

29 Ratings

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...

Adobe Social

37 Ratings

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...

Viralheat

19 Ratings

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

24 Ratings

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...

Engagor

14 Ratings

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

35 Ratings

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.

Cool Tabs

45 Ratings

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...

Tracx

16 Ratings

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,...

Percolate

26 Ratings

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...

Sendible

18 Ratings

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.

Falcon.io

20 Ratings

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 on enriched...

Social Media Management Articles

Buyer's Guide to Enterprise Social Media Management

  • Quickly find out which Social Media software platform best supports your enterprise needs
  • Deep dive into 3 major use cases for social media in this free 102-page guide from TrustRadius
  • Learn how Comcast, BT and Groupon are using social media management software 
 
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Top 10 Social Media Management Software Ultimate Comparison

Evaluate the top ten leading social media management suites with our ultimate feature comparison chart.   
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Fastest Growing Social Media Management Software for 2016

As we head into 2016, we took a look at trends in the social media management landscape like acquisitions & changes in market awareness.  
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Why Spredfast Acquired Shoutlet: Interview with Jim Rudden, Spredfast CMO

Social media management vendor Spredfast acquired another SMMS product, Shoutlet, last month. We spoke with Spredfast CMO Jim Rudden about the strategy behind the acquisition, and plans for Shoutlet customers.

 
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Sprinklr bolsters customer care value proposition with acquisition of Get Satisfaction

On April 8, 2015 enterprise social media management software vendor Sprinklr announced the acquisition of Get Satisfaction, a customer community software platform. TrustRadius CEO, Vinay Bhagat caught up with Jeremy Epstein, VP of Marketing at Sprinklr, and Rahul Sachdev, formerly CEO of Get Satisfaction, who now serves as Sprinklr’s VP of First Party Experience, to talk about their motivations for the deal and integration plans.

 
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Developing Customer Insights Through Social Listening

Every business wants an answer to certain questions: 1. What do people say about our product? 2. Who is talking about them and who likes or dislikes - our product?

However, businesses have a few options for how to develop insight into their customers. Learn how social listening can be a cost effective way to find gain market insights.

 
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How Enterprises Are Leveraging Social Media

According to our latest Enterprise Social Media Management report, Customer Care, Social Intelligence and Marketing are the three primary social media software use cases for companies with more than 500 employees.  
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Top Rated Social Media Management Software For Enterprises

Earlier today we announced the release of our TrustMap™ for Enterprise Social Media Management software, which ranks products based on end-user ratings and frequency of evaluation by enterprises  
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Top 10 Fastest Growing Social Media Management Software Platforms – Q4 2014

Social Media Management is a fragmented category with close to 140 vendors listed on TrustRadius. However, a few vendors are starting to break from the pack. In Q4, Hootsuite Enterprise retained its position as the most evaluated SMMS product on TrustRadius

 
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Top 10 Fastest Growing Social Media Management Software Platforms - Q3 2014

Social Media Management remains a fast growing software category. Page views on our site for Social Media Management software products – a measure for how many people are running evaluations – grew 27 percent from Q2 to Q3. IN this article, find out which are the most evaluated products and the most frequently evaluated by large enterprises.  
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The Battle for Enterprise Social Media Management Software

On April 29th, Social Media Management software company Sprinklr announced $40m in financing from Iconiq Capital, a firm which manages assets for some high profile technology executives, bringing their total funds raised to $77.5 million. In the last 12 months, three social media software companies targeting the enterprise have raised close to $250 million. In an interview we conducted with Jeremy Epstein, VP of Marketing at Sprinklr we learned that the funds raised will be used  
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How Social Is Oracle After 3 Acquisitions?

In 2012 Oracle made a huge bet on Social Media Management Software making three acquisitions in rapid succession. In May they acquired Vitrue, a Social Marketing solution for $300 million; in June, social intelligence platform Collective Intellect; and in July social media development platform, Involver. We wanted to understand how those acquisitions have turned out, and how Oracle was approaching social. As part of our Social Media Management vendor executive interview series, I interviewed Meg Bear, Group Vice President of Social Cloud at Oracle. This article follows interviews with executives at Sprinklr, Spredfast, andHootsuite about the battle for the enterprise within social media management.  
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The Wild West of Social Media Management

The social media management software industry is a bit like The Wild West. There are 140+ products listed on TrustRadius that assist with some facet of social media management or marketing. In a recent poll of the TrustRadius audience, 75% of the respondents who use social media management software use more than one tool... and 14% of those who use more than one tool actually use six or more.  
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