What is Social Media Management Software?

Social media management refers to software designed for marketing departments and organizations to publish to social media platforms. Users can post to many social media platforms at once, respond to customer inquiries quickly, and work in teams without creating any duplication of efforts. Social media management tools have grown in recent years from purely offering publishing features to including social media monitoring and analytics integrations bundled into their products, though there are many standalone social media monitoring products on the market. Also, many marketing automation suites offer social media management features. Based on their own needs and budgets, buyers should decide whether a broader marketing automation suite or a pure social media monitoring or analytics tool would better fit their needs.

Compare Best Social Media Mgmt Software

G2 Crowd helps you compare the best Social Media Mgmt Software products. You can compare products on the Grid, or by selecting any of the products for a side-by-side comparison. In addition, you can download the full report for more detailed information about Social Media Mgmt Software products. Only products with 10 or more reviews are included in the Grid. For a full list of products, click on the Products tab.

G2 Crowd Grid for Social Media Mgmt

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Social Media Mgmt Software Comparison Overview

The best Social Media Mgmt Software products are determined by customer satisfaction (based on user reviews) and scale (based on market share, vendor size, and social impact) and placed into four categories on the Grid:
  • Leaders offer social media mgmt products that are rated highly by G2 Crowd users and have substantial scale, market share, and global support and service resources.Leaders products include: Hootsuite, Sprout Social, and TweetDeck
  • High Performers provide products that are highly rated by their users, but have not yet achieved the market share and scale of the vendors in the Leader category.High Performers products include: AgoraPulse, Buffer, Viralheat, GroSocial, MavSocial, and Sendible
  • Contenders have significant market presence and resources, but their products have received below average user satisfaction ratings or have not yet received a sufficient number of reviews to validate their products.Contenders products include: Facebook Pages Manager
  • Niche products do not have the market presence of the Leaders. They may have been rated positively on customer satisfaction, but have not yet received enough reviews to validate their success.Niche products include: Lithium, Spredfast, Shoutlet, Gremln, and Sprinklr

Winter 2014 Grid for Social Media Management

Released on February 27, the Grid ranks 13 products based on reviews from 350 social media management users. Read more about the results and check out an infographic highlighting the key findings on customer satisfaction and vendor scale from the Grid release.

Buying Considerations in Social Media Management

Suite vs. best of breed
Some social media monitoring tools and marketing automation systems also offer social media management features. Based on your needs, you could purchase one software that has a wide range of functionality or purchase one or more best-of-breed solutions that focus on solving a specific problem.
Size of team
Social media management tools are often offered in tiered plans based on how many users the account has. Make sure to identify how many users will need access to the platform so you can evaluate costs appropriately.
Free vs. paid
Many social media management tools offer a free option for small businesses or for less sophisticated features. Explore the free options available to see if one meets your needs before committing to a paid tool.
Social channels
Some social media management products support only certain social networks (Facebook, Twitter, LinkedIn, etc.) - consider which networks you will be utilizing before deciding on a product.

Key Benefits of Social Media Management Software

  • Reduce time and effort by posting to multiple platforms simultaneously
  • Respond quickly to customer inquiries
  • Reduce duplicate efforts through collaboration by multiple users
  • Find topics, content, and contacts on social channels to share and enhance engagement
  • Schedule posts for around-the-clock engagement without manual effort

Common Features

These are the common features of social media management software:

Social Marketing

Social Ads
Amplify brand and community stories; reach customers by social profile and activity; optimize social ad campaigns in real-time
Social Sharing
Add intelligent social share buttons to your campaigns and content; track who is sharing your content and driving conversions
Social Campaigns
Schedule automated posts to one or more social accounts; use or integrate with URL shortening services; and measure likes, comments, replies, and retweets
Social engagement
Social apps including polls, sweepstakes, and referral programs can enhance audience engagement on your website, landing pages, Facebook pages, and emails
Social analytics
Uncovers customer sentiment and identifies trends to better accommodate customers
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