An introduction to Social Media Management Software
Social Media Management is the act of monitoring and participating in social conversations across platforms. It encompasses three social media disciplines – social listening, social analytics and social engagement.
Social Media Management systems provide functionality to administer social media accounts, schedule posts, suggest content and boost posts. Such software is used by social media, marketing and communications departments to increase brand awareness, manage workflows and engage online communities. Tools are used by these teams to create engaging content that can be used in marketing campaigns and to maintain an online presence.
Common features of such programs include user access control, content libraries, timelines, schedules and archives. Applications are designed to maximise search engine optimisation, increase inbound traffic, customer satisfaction and customer conversion.
|Zoho Social||$10/mo||Visit website|
|Facebook business||–||Visit website|
|Sprout Social||$99/mo||Visit website|
The 10 most popular Social Media Management Software solutions
1. Zoho Social helps marketers in all types of businesses to grow the social media presence of their brand with actionable insights focused on content and engagement.
The solution provides them with pre-publishing insights based on the engagement level of previous posts and the activity of their audience. Zoho Social shows users the percentage of their audience that is likely to see their post now, suggests the next best time to post, and lets them schedule a post to go out at the same time of day in different time zones.
The program’s real-time monitoring dashboard helps marketing teams listen to what is being said about their brand. Users can search and track a keyword, and respond when needed. Instant notifications ensure quick reactions and guarantee that no relevant conversations are missed.
Within Zoho Social, numbers are included as a value-add, around publishing and listening features. A dedicated reports tab provides social network specific statistics and detailed analytics, enabling users to understand more about their audience and how people engage with their content.
2. Facebook Pages Manager is a mobile app which is free to download, and helps users of Facebook manage their pages and everything in them using their smartphones or tablets. With the app, users can easily update their pages, submit posts, share messages and videos, and interact with other page members by responding to their messages.
Facebook and Instagram accounts can be linked so that Facebook messages, comments on posts, and Instagram comments can all be managed through one inbox.
In addition, there are push notifications which generate alerts about important activity, and enable users to see all Page notifications in one place.
Facebook Pages Manager app provides users with Page insights to help them gather information and see what their customers want, and devise strategies to meet their needs and demands.
3. Hootsuite is a cloud-based CRM and social-media solution for organisations to collaboratively carry out campaigns across social media platforms like Facebook, Twitter, Google+ and LinkedIn. It lets users launch campaigns from a single dashboard, and is able to manage several contributions and share data and access rights, without the sharing of passwords. Hootsuite allows users to work with social streams, columns and tables, along with an option of selecting from assorted design themes.
The solution permits messages to be delegated to a team, and their progress can be monitored. Additionally, users can select the date and time that messages can be sent out. The use of brand and industry terms can be tracked to gather more intelligence and prepare analytics reports.
Hootsuite is available on a monthly subscription basis.
4. TweetDeck is a means to monitor and interact with an organisation’s Twitter account and deliver social media analytics gathered from this channel. Users can access more information about how individual Twitter users are engaging with the content posted by a company’s Twitter account.
TweetDeck provides users with more analytical and management features than the basic Twitter interface offers on its own. The solution allows them to search through timelines, engage with other Twitter users, and organise content in whatever way makes most sense for them. TweetDeck can be accessed from any internet-enabled browser.
5. SproutSocial is a web-based social media management solution which provides automated publishing, conversation tracking, social content management, and social media analytics within a single program. It is designed for companies of all sizes.
SproutSocial features a “Smart Inbox” which combines all social media interactions from different social media websites. Users can manage all social interactions from a single platform by turning messages into tasks, assigning them to the right people and allowing team members to collaborate.
The program’s social media publishing functionality automates the process of scheduling social media content and managing approval for content before publishing it.
The solution enables users to effectively monitor the social media performance of a brand, with the help of reporting and social media analytics functionality. They can also gain a holistic view of their organisation’s social media profile, and are better able to make brand management decisions.
6. Social Studio is a social media solution that helps businesses discover and analyse conversations about their brands across multiple social media channels. It is a Salesforce product that can be used by sales, customer service and PR managers to offer better customer experiences and gain a deeper understanding of their customers’ needs.
It can be also used to listen in on conversations about competitors. Employees can join in on conversations with audiences, fostering brand advocacy, and addressing customer issues and concerns directly. The software helps users understand what content works best with their audience, and analyses the performance of campaigns.
The software is used by brands to increase customer engagement, enhance social media campaigns, gain better understanding of audiences and industry, and provide better customer support. It provides a range of analysis and reporting features to understand customer sentiment, demographics and industry trends.
Social Studio can also be used to construct effective social media and content marketing campaigns to support short-term, as well as long-term, goals such as the launch of a new product, annual trade shows and other events, and new partnerships.
7. Sendible is a social media analytics and management tool, suitable for businesses of all sizes. The platform enables users to control various account streams in real-time, through the use of social media networks, such as LinkedIn, Pinterest, Google+, Facebook and Twitter.
In Sendible, users can create and group posts to deliver consistent messages among followers, along with simultaneously tracking corporate engagement.
The solution allows users to prioritise social media replies and gain automatic insights into brand mentions among various sources. Its interactive calendar allows efficient scheduling of social strategies and queuing up of messages, so they can be posted at the right time.
Sendible lets users assign tasks and workflows, and they can approve and share content. The system has integrated analytics features that monitor the performance of social campaigns, while its drag-and-drop report builder makes use of all available data to prepare reports.
8. AgoraPulse is a web-based social media marketing platform that offers profile management, social influencer management, and social media analytics in a suite.
The solution features a “social inbox” feature, which combines social media interactions across all social streams, such as Twitter, LinkedIn and Facebook, and presents them in a unified inbox.
Agorapulse pulls and sifts through all interactions across social media accounts of a brand to identify key influencers and ambassadors. A key feature of the product is the “Competitor Analysis” module, which allows users to track the social media presence of their competitors.
With customised reports and dashboards to track interactions across social media accounts, users gain a complete view of their brands’ social media activities, and are better able to make decisions regarding brand reputation management.
9. Lithium is a social media management application for increasing community engagement, and is used for producing and sharing social media content. The solution covers three core areas: Online Communities, Social Media Marketing, and Social Media Analytics. In addition to these, there is also a program for curating and displaying digital media through the Klout Perks product.
With these core areas, Lithium offers an extensive range of capabilities. Users can use Lithium to post content, social pictures and videos across their networks. Customer service agents can use the app to collect all incoming posts and queries from social media, categorising them using tags, and routing them to the appropriate agent. The integrated CRM lets them create cases, view customer profiles and access interaction history.
Community managers can use the software to grow their online presence through discussion boards, blogs, Q&As, and a crowd-sourced knowledge base. They can also receive reviews and crowd-sourced ideas from users, and let those users share images and videos. Lithium offers badges and gamification features to reward active users. The social analytics offered by the solution allows companies to track employee performance, and generate custom reports.
10. Audiense is a marketing platform for Twitter, enabling users to analyse and engage with their Twitter audience. The software can be used to garner in-depth information about a Twitter community and defines a target audience. The solution advises on the best time to target specific audience segments.
Audiense can be used to monitor the progress of a Twitter campaign, and to identify and understand new followers, as well as key influencers. Users can also monitor the competition and compare their strategy to that adopted by their organisation. Audiense’s benchmarking tool can be used to compare the growth of an account to other similar accounts. Users can also automate the sending of Twitter DMs (Direct Messages) to specific target audiences.
The software provides users with key insights on all their Twitter activity, as well as the behaviour of their competitors, followers, and key influencers. All this information is available via the Twitter Dashboard. Users can discover and understand their Twitter community by uncovering information such as where their followers are from, what industries they work for, and how they behave on Twitter. They can find new customers by searching for new followers using a range of pre-defined criteria, such as the number of daily Tweets, and the ration of friends to followers.
Audiense can be used to tailor content to suit desired audiences by utilising the Twitter Analytics report to measure the performance of existing content and understand an audience’s behaviour. Users can discover what content works for an audience, and monitor how the competition, and similar accounts, manages their community. The app also shows users the best time to send a Tweet out to their desired audience by analysing the timelines of their followers.
How to choose Social Media Management Software
There are many software products offering Social Media Management capabilities and functionality so users are spoiled for choice when it comes to selecting one for their business. As always, the advice is to do due diligence in advance, read the online reviews and user feedback, and then arrange for free trials and vendor demonstrations so that possible applications can be tested in advance, and fit for the particular needs of a business determined.
Types of Social Media Management Software
Social Media Management Software can be categorised into the following broad areas.
Social Analytics – helps users understand all the social media chatter and relate it to possible business changes;
Social Engagement – this is the act of interacting, usually one-on-one, but, occasionally at scale, with customers over social channels; and
Social Listening – involves the gathering of everything that is being said about a brand, products and services.
Social Media Management Software is used by organisations to engage with prospects and customers on social media networks. The software can be used to track inbound and outbound brand mentions, social marketing campaigns, and the effectiveness of a company’s social media presence.