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Social Media Management Tools
Best Social Media Management Tools
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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 94)
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...
HeyOrca provides a social media planning and approval tool.
PromoRepublic is the all-in-one social media marketing platform for small businesses and agencies that automates posting to social with smart slots & 100,000 templates library. It also helps manage your brand reputation and monitor mentions, hashtags, and reviews. Founded in 2014, PromoRepub...
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, an Ipsos company (acquired 2019) offers social monitoring and engagement tools. Synthesio competes with 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 requir...
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 is a network of active shoppers, connecting more than one-half billion consumers to thousands of retailers and brands that represent tens of millions of products and services. Online, in-store, and on mobile devices, Bazaarvoice’s technology platform is designed to engage consumers, ...
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.
SocialFlow is the first social media optimization technology to apply a scientific approach to understanding the real-time value of content on the social graph. With unparalleled access to the Twitter and Facebook data streams, the company developed the SocialFlow AttentionScore™ technology that ...
MavSocial provides visual content management software.
XB Software Ltd. is a custom software development company that also provides ERP, fleet management, school management, data visualization, social media management, and other pre-build apps. The company was founded in 2008 and is headquartered in Minsk, Belarus.
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.
SocialPilot offers a centralized platform for managing different social media channels and publishing across the channels simultaneously. According to the vendor, SocialPilot's foremost features include analytics and reporting, along with team collaboration and client management. These features e...
At AreTheyHappy, we're all about helping businesses be remarkable online. That's why we created an online tool that centralizes all messages, reviews and social media into one easy inbox. We integrate Facebook, TripAdvisor, Instagram, Foursquare, Yelp, Google and many more. From one place, busi...
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.