Gremln is a St. Louis startup offering basic publishing platform for Facebook, Twitter and LinkedIn. One area of focus is compliance. The platform includes a compliance package that includes approval workflow, keyword filtering, and message archiving. They are also currently working on a Listenin...
Social Media Management Tools
Best Social Media Management Tools
- Best Social Media Management Tools include: Agorapulse, Buffer, Sysomos Expion, Sprout Social, Khoros Marketing (Formerly Spredfast + Lithium), Hootsuite, Sprinklr Modern Engagement (formerly Social + Messaging Suite), and Socialbakers Suite.
- A complete list of Social Media Management Tools is available here.
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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 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.
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.
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.
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.
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
Listings (26-50 of 95)
HeyOrca is a solution that allows an agency’s clients to review and approve upcoming social media content. The vendor aims to help agencies save time by moving away from using spreadsheets and docs to communicate and obtain approvals from their clients. With this solution, no logins or spreadshee...
PromoRepublic is a social media marketing platform for small businesses, multi-location businesses, agencies, freelancers, marketers and even franchisors. It offers features from content creation to smart slots.According to the vendor, key capabilities include:content library with 100,000 post id...
eClincher aims to be the most powerful, complete and intuitive social media management software. According to the vendor, the product is designed to help users, businesses, and agencies manage social media presence with one platform, and offers the following capabilities: advanced publishingpubli...
iContact Pro Select (formerly Outmarket) includes email marketing, landing pages, social media management, press outreach, and analytics. The software was originally Vocus Marketing Suite, and then was known as Outmarket. It was acquired by Cision
12mass is a Social Conversation tool enabling brands to engage with a large audience on Twitter and Facebook without compromising the personal touch. Its clustering tool makes search easier and the Multivariable testing allows for optimization of the responses.
Synthesio is a French company offering both monitoring and engagement tools. Competes with the major listening vendors like Radian6 and Sysomos. A point of differentiation is that Synthesio offers a mix of technology and human analysis. In their view, human analysis is required to validate and i...
Engage121 Enterprise is a social media management, monitoring, publishing and reporting application serving multiple users across an enterprise – from brand managers, community managers, and the marketing team through to individual outlet owners.
Sniply is a social media management solution built primarily as a content management and marketing tool for social media to drive ROI and leads.
Bazaarvoice Curations is a social media curation platform that enables brands and retailers to gather social media content that is tailored to their marketing needs and display it on their website. The vendor says that their platform allows users to build engaging experiences on their site with h...
Edgar is a social media management solution from Roeder Studios built primarily to provide users with optimized post scheduling to maximize post visibility across social media channels.
ScheduGram is a social media management solution built as a tool to manage Instagram. It includes features such as web uploading, post scheduling, and multiple account support.
MavSocial is a social media visual content management, publishing and advertising platform for brands and agencies. The platform comprises of a number of modules: Visual Content Management: Upload, store and manage to a cloud based library, all images, photo, videos etc., for owned, licensed a...
KUKU.io social media tools allow users to schedule posts on 10 social networks, including Instagram, Facebook, Linkedin, Telegram, Twitter, Pinterest, Google+, OK.ru, Vk.com, and Tumblr, without any risks of a ban. KUKU.io is an official partner of these social networks. In KUKU.io social media ...
Viraltag is a social media marketing and management solution built to provide users with multi-channel content management based on engaging visual content. It includes third-party integrations with Dropbox, Picasa, Instagram, RSS feeds, and Canva, among others.
MutualMind is an enterprise listening platform, but also has engagement / publishing features and analytics. They differ from their competitors in that they focus on an OEM / white label model, working with both technology companies and service providers / agencies.
NapoleonCat is a social media management solution built around features such as post publishing and engagement across social media channels, competitor monitoring, and analytics and optimization.
Over-Graph is a social media management solution that can be used to publish, moderate and analyze content on Facebook, Twitter, YouTube, Instagram and LinkedIn.
Platform designed to listen for brand mentions and then engage with customers regarding customer service issues. Includes tools for collaboration within teams or across organizations to resolve issues efficiently.
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.
Ahalogy is a Pinterest marketing platform that helps companies source and optimize content for Pinterest.
Brandle is a social media management platform focused on governance, compliance and minimizing the brand risks involved in social media.
Socialondemand is a social media management solution built to handle social media content aross channels such as Facebook, Twitter, LinkedIn, and Tumblr.
Syncapse is a social media management solution built around features such as audience segmentation and analytics for key business performance indicators.