Social Media Management Software Selection Guide

Identify the best tools for your social media management needs.

Analyst Perspective

Connecting through social media is an essential way to understand and engage with your customers.

Social media management platforms (SMMP) allow businesses to engage with customers more efficiently. Ten years ago, Facebook and Twitter dominated the social media space, but many alternatives have emerged that attract a wide variety of audiences today. Every social media platform has a unique demographic; for instance, LinkedIn attracts an audience looking to develop their professional career, while Snapchat attracts those who want to share their everyday casual experience.

It is important for businesses and brands to engage with all kinds of audiences without alienating a certain group. Domino's, for example, can sell pizzas to business professionals and teenagers alike, so connecting with both customer segments via personalized and meaningful posts in their preferred platform is a great way to grow their business.

To successfully implement a social media management platform, organizations need to ensure they have their requirements and business needs shortlisted and choose vendors that ensure the best return on investment (ROI).

Sai Krishna Rajaramagopalan
Research Specialist, Customer Experience & Application Insights
Info-Tech Research Group

Executive Summary

Your Challenge

• Social media has changed the way businesses interact with customers. It is essential to engage with your them regularly and in a timely manner.
• Businesses must stay on top of the latest news and update the public regarding any downtime or mishaps.
• Customers are present on multiple social media platforms, and businesses need to engage all audiences without neglecting or alienating any one group.

Common Obstacles

• There are many social media platforms, and any post, image, or other content must be uploaded on every platform with minimal delay.
• It is often difficult to manage audience interaction on all social media platforms in a timely manner.
• Measuring key performance metrics is crucial to obtaining the targeted ROI. Calculating ROI across multiple platforms with varying audiences is a challenge.

Info-Tech's Approach

• Social media presence is an extension of the organization, and the social media management strategy must align with organizational values.
• Understand your feature requirements and don't for bells and whistles. Vendors offer many features that are not helpful during 80% of day-to-day activities. Choose the SMMP that is right for your organization's needs.
• Ensure the SMMP has support and integrations for all the platforms that you require.

Info-Tech Insight

Choosing a good SMMP is only the first step. Having great social media managers who understand their audience is essential in maintaining a healthy relationship with your audience.

Guided Implementation

What does a typical GI on this topic look like?

A Guided implementation (GI) is a series of calls with an Info-Tech analyst to help implement our best practices in your organization.

The SMMP selection process should be broken into segments:

1. SMMP shortlisting with this buyer's guide
2. Structured approach to selection
3. Contract review

Info-Tech offers various levels of support to best suit your needs

DIY Toolkit

“Our team has already made this critical project a priority, and we have the time and capability, but some guidance along the way would be helpful.”

Guided Implementation

“Our team knows that we need to fix a process, but we need assistance to determine where to focus. Some check-ins along the way would help keep us on track.”

Workshop

“We need to hit the ground running and get this project kicked off immediately. Our team has the ability to take this over once we get a framework and strategy in place.”

Consulting

“Our team does not have the time or the knowledge to take this project on. We need assistance through the entirety of this project.”

Diagnostics and consistent frameworks used throughout all four options

What exactly is an SMMP platform?

A social media management platform is a software solution that enables businesses and brands to manage multiple social media accounts. It facilitates making posts, monitoring metrics, and engaging with your audience.

An SMMP platform offers many key features, including but not limited to the following capabilities:

• Integrate with popular social media platforms
• Post images, text, videos on multiple platforms at once
• Schedule posts
• Track and monitor activity on social media accounts
• Send replies and view likes and comments across all accounts
• Reporting and analytics
• Send alerts and notifications regarding key events
• Multilingual support and translation

Info-Tech Insight

Social media management platforms have continuously expanded their features list. It is, however, essential not to get lost in endless features to remain competitive and ensure the best ROI.

Key trends – short-form videos drive the most engagement

Short-form videos

Short-form videos are defined as videos less than two minutes long. Shorter videos take substantially less time and effort to consume, making them very attractive for marketing brands to end users. According to a study conducted by Vidyard, more than 50% of viewers end up watching an entire video if it's less than one minute. Another study finds that over 93% of the surveyed brands sold their product or service to a customer through a social media video.

Popular social media platforms such as TikTok, Instagram, YouTube etc. have caught on to this trend and introduced short-form videos, more commonly called "shorts". It's also common for content creators and brands to cut and upload short clips from longer videos to drive more engagement with viewers.

Key Trends

Short-form videos have higher viewership and view time compared to long videos.

Key trends – influencer marketing

Influencer marketing

Influencer marketing is the collaboration of brands with online influencers and content creators across various social media platforms to market their products and services. Influencers are not necessarily celebrities; they can be any individual with a dedicated community. This makes influencers abundant. For instance, compare the number of popular football players with the number of YouTubers on the planet.

Unlike traditional marketing methods, influencer marketing is effective across different budget levels. This is because the engagement level of small influencers with 10,000 followers is higher than the engagement level of large influencers with millions of followers. If a brand is budget conscious, working with smaller influencers still gives a good ROI. For every dollar spent on influencer marketing, the average ROI is $5.78.

Key Trends

Executive Brief Case Study

INDUSTRY: Retail
SOURCE: "5 Influencer Marketing Case Studies," HubSpot

H&M

H&M was looking to build awareness and desirability around the brand to drive clothing sales during the holiday season. They decided to partner with influencers and align content with each celebrity's personality and lifestyle to create authentic content and messaging for H&M. H&M selected four lesser-known celebrities with highly engaged and devoted social media followings: Tyler Posey, Peyton List, Jana Kramer, and Hannah Simone.

They posted teaser clips across various platforms to create buzz about the campaign a couple of days before the full, one-minute videos were released. Presenting the content two different times enabled H&M to appeal to more viewers and increase the campaign's visibility. Two of the celebrities, List and Kramer, garnered more views and engagement on the short clip than the full video, highlighting that a great short clip can be more effective than long-form content.

Results

The campaign achieved 12 million views on YouTube, 1.3 million likes, 14,000 comments, and 19,000 shares. The average engagement with consumers across all four celebrities was 10%.

Tyler Posey's sponsored video achieved:

• 25% engagement rate on Instagram
• 14% engagement rate across Facebook, Twitter, and Instagram

Key trends – social commerce is the future of e-commerce

Social commerce

Social commerce is the selling of goods and services through social media. This may involve standalone stores on social media platforms or promotions on these platforms which link to traditional e-commerce platforms.

Social media platforms contain more data about consumers than traditional platforms, which allows more accurate targeting of ads and promotions. Additionally, social commerce can place ads on popular influencer stories and posts, taking advantage of influencer marketing without directly involving the influencers.

Popular platforms have opened their own built-in stores. Facebook created Marketplace and Facebook Shops. TikTok soon followed with the TikTok Shopping suite. These stores allow platforms to lower third-party costs and have more control over which products are featured. This also creates a transactional call to action without leaving social media.

Key Trends

2020 saw a sizable increase in social commerce occurring on social media networks, with users making purchases directly from their social accounts.

Executive Brief Case Study

BestBuy

The Twitter Shop Module allows select brands to showcase products at the top of Twitter business profiles. Users can scroll through a carousel of products on a brand's profile and tap on individual products to read more and make purchases without leaving the platform.

While the results of Twitter's Shop Module experiment are still pending, brands aren't waiting around to sell on the platform. Best Buy and others continue to link to well-formatted product pages directly in their Tweets.

Clear, direct calls to action such as "Pick yours up today" encourage interested audiences to click through, learn more, and review options for purchase. In this social commerce example, Best Buy also makes optimal use of a Tweet's character limit. In just a few words, the brand offers significant savings for a high-quality product, then doubles down with a promotional trade-in offer. Strong imagery is the icing on the cake.

INDUSTRY: Retail
SOURCE: "5 genius social commerce examples," Sprout Social, 2021

Key trends – social media risk management is crucial

Crisis management

Crisis management is the necessary intervention from an organization when negative news spreads across social media platforms. With how interconnected people are due to social media, news can quickly spread across different platforms.

Organizations must be prepared for difficult situations such as negative feedback for a product or service, site outages, real-world catastrophes or disasters, and negative comments toward the social media handle. There are tools that organizations can use to receive real-time updates and be prepared for extreme situations.

While the causes are often beyond control, organizations can prepare by setting up a well-constructed crisis management strategy.

Key Trends

Executive Brief Case Study

INDUSTRY: Apparel
SOURCE: “Social Media Crisis Management 3 Examples Done Right,” Synthesio

Nike

On February 20, 2019, Zion Williamson, a star player from Duke University, suffered a knee injury when a malfunctioning Nike shoe fell apart. This accident happened less than a minute into a highly anticipated game against North Carolina. Media outlets and social media users quickly began talking. ESPN had broadcast the game nationally. On Twitter, former President Barack Obama, who was watching the game courtside, expressed his well-wishes to Williamson, as did NBA giants like LeBron James.

This accident was so high profile that Nike stock dropped 1.7% the following day. Nike soon released a statement expressing its concern and well-wishes for Williamson. The footwear megabrand reassured the world that its teams were "working to identify the issue." The following day, Nike sent a team to Durham, North Carolina, where the game took place. This team then visited Nike's manufacturing site in China and returned with numerous suggestions.

About a month later, Williamson returned to the court with custom shoes, which he told reporters were "incredible." He thanked Nike for creating them.

Get to know the key players in the SMMP landscape

These next slides provide a top-level overview of the popular players you will encounter in the SMMP shortlisting process.

Evaluate software category leaders through vendor rankings and awards

SoftwareReviews

	The data quadrant is a thorough evaluation and ranking of all software in an individual category to compare platforms across multiple dimensions. Vendors are ranked by their composite score, based on individual feature evaluations, user satisfaction rankings, vendor capability comparisons, and likeliness to recommend the platform.
	The emotional footprint is a powerful indicator of overall user sentiment toward the relationship with the vendor, capturing data across five dimensions. Vendors are ranked by their customer experience (CX) score, which combines the overall emotional footprint rating with a measure of the value delivered by the solution.

Speak with category experts to dive deeper into the vendor landscape

SoftwareReviews

Fact-based reviews of business software from IT professionals.

Product and category reports with state-of-the-art data visualization.

Top-tier data quality backed by a rigorous quality assurance process.

User-experience insight that reveals the intangibles of working with a vendor.

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Est. 2006 | MA, USA | NYSE: HUBS

bio

From attracting visitors to closing customers, HubSpot brings the entire marketing funnel together for less hassle, more control, and an inbound marketing strategy.

SoftwareReviews' SMMP Rankings

Strengths:

• Extensive functionality
• Great for midmarket and large enterprises
• Offers free trial

Areas to improve:

• Comparatively expensive
• Steep price increase between various tiers of offering

*Pricing correct as of November 2022. Listed in USD and absent discounts.
See pricing on vendor's website for latest information.

HubSpot offers a robust social media management platform that enables organizations to run all social media campaigns from a central location. HubSpot is suitable for a range of midmarket and enterprise use cases. HubSpot offers a free base version of the platform that freelancers and start-ups can take advantage of. The free version can also be used to trial the product prior to deciding on purchase.

However, HubSpot is relatively expensive compared to its competitors. The free tools are not sustainable for growing businesses and some essential features are locked behind professional pricing. The price increase from one tier to another – specifically from starter to professional – is steep, which may discourage organizations looking for a "cheap and cheerful" product.

History

Starter Starts at $45 Per month Small businesses Professional Starts at $800 Per month Medium/large businesses Enterprise Starts at $3600 Per month Large enterprises

Est. 2010 | IL, USA | NASDAQ: SPT

bio

People increasingly turn to social media to engage with your business. Sprout Social provides powerful tools to personally connect with customers, solve issues, and create brand advocates.

SoftwareReviews' SMMP Rankings

Strengths:

• Automated response feature
• Great price for base offering

Areas to improve:

• Advanced features are very expensive
• No free trial offered

*Pricing correct as of November 2022. Listed in USD and absent discounts.
See pricing on vendor's website for latest information.

Sprout Social offers strong social feed management and social customer service capabilities. It also provides powerful analytical tools to monitor multiple social media accounts. The listening functionality helps discover trends and identify gaps and opportunities. It is also one of the very few platforms to provide automated responses to incoming communications, easing the process of managing large and popular brands.

Although the starting price of each tier is competitive, advanced analytics and listening come at a steep additional cost. Adding one additional user to the professional tier costs $299 which is a 75% increase in cost. Sprout Social does not offer a free tier for small businesses to trial.

History

Standard Starts at $249 Per month Small businesses Five social profiles Professional Starts at $399 Per month Medium/large businesses Advanced Starts at $499 Per month Medium/large businesses Enterprise Opaque pricing Request a quote Large enterprises

Est. 2008 | BC, CANADA |PRIVATE

bio

Manage social networks, schedule messages, engage your audiences, and measure ROI right from the dashboard.

SoftwareReviews' SMMP Rankings

Strengths:

• Automatic scheduling functionality
• Competitor analysis
• 30-day free trial

Areas to improve:

• Advanced functionalities require additional purchase and are expensive

*Pricing correct as of November 2022. Listed in USD and absent discounts.
See pricing on vendor's website for latest information.

Hootsuite is one of the largest players in the social media management space with over 18 million users. The solution has great functionality covering all the popular social media platforms like Facebook, Instagram, Twitter, and Pinterest. One popular and well-received feature is the platform’s ability to schedule posts in bulk. Hootsuite also provides an automatic scheduling feature that uses algorithms to determine the optimal time to post to maximize viewership and engagement. Additionally, the platform can pull analytics for all competitors in the same marketspace as the user to compare performance.

Hootsuite offers buyers a 30-day free trial to familiarize with the platform and provides unlimited post scheduling across all their plans. Features like social listening, employee advocacy, and ROI reporting, however, are not included in these plans and require additional purchase.

History

Professional Starts at $49* Per month 1 user and 10 social accounts Team Starts at $249* Per month 3 users and 20 social accounts Business Starts at $739* Per month 5 users and 35 social accounts Enterprise Custom built and priced Starts at 5 users and 50 social accounts

Est. 2009 | NY, USA | NYSE: CXM

bio

With social engagement & sales, you can deliver a positive experience that's true to your brand - no matter where your customers are digitally - from a single, unified platform.

SoftwareReviews' SMMP Rankings

Strengths

• Extensive social analytics functionality
• Advertising and sales capabilities

Areas to improve:

• Not suitable for small to medium businesses
• Opaque pricing

Sprinklr is a vendor focused on enterprise-grade capabilities that offers a comprehensive unified customer experience management (CXM) platform.

Their product portfolio offers an all-in-one solution set with an extensive list of features to accommodate all marketing and communication needs. Sprinklr comes integrated with products consisting of advertising, marketing, engagement, and sales capabilities. Some of the key functionality specific to social media includes sentiment analysis, social reporting, advanced data filtering, alerts and notifications, competitor analysis, post performance, and hashtag analysis.

History

Sprinklr – Opaque Pricing:
"Request a Demo"

Est. 1996 | TN, INDIA | PRIVATE

bio

Zoho Social is a complete social media management tool for growing businesses & agencies. It helps schedule posts, monitor mentions, create unlimited reports, and more. Zoho Social is from Zoho.com—a suite of 40+ products trusted by 30+ million users.

SoftwareReviews' SMMP Rankings

Strengths:

• Provides integration capabilities with other Zoho products
• Competitive pricing

Areas to improve:

• Base functionality is limited
• The two starting tiers are limited to one user

*Pricing correct as of August 2021. Listed in USD and absent discounts.
See pricing on vendor's website for latest information.

Zoho differentiates itself from competitors by highlighting integration with other products under the Zoho umbrella – their adjacent tool sets allow organizations to manage emails, projects, accounts, and webinars. Zoho also offers the choice of purchasing their social media management tool without any of the augmented CRM capabilities, which is priced quite competitively.

The social media management tools are offered in three plans. Each plan allows the ability to publish and schedule posts across nine platforms, access summary reports and analytics, and access a Bit.ly integration & URL shortener. The standard and professional plans are limited to one brand and one team member, with the option to add team members or social channels for an additional cost.

YouTube support is exclusive to the premium offering.

History

Standard Starts at $10* Per month, billed annually 9 channels and 1 team member Professional Starts at $30* Per month, billed annually Option to add team members for additional cost Premium Starts at $40* Per month, billed annually Starts at 10 channels and 3 team members

Est. 2012 | CA, USA | PRIVATE

bio

MavSocial is a multi-award-winning, fully integrated social media management & advertising solution for brands and agencies.

SoftwareReviews' SMMP Rankings

Strengths

• Content management capabilities
• Offers millions of stock free images

Areas to improve:

• Limited market footprint compared to competitors
• Not ideal for large enterprises

*Pricing correct as of November 2022. Listed in USD and absent discounts.
See pricing on vendor's website for latest information.

In addition to social media management, MavSocial is also an excellent content management tool. A centralized platform is offered that can store many photos, videos, infographics, and more, which can be accessed anytime. The solution comes with millions of free stock images to use. MavSocial is a great hybrid social media and content management solution for small and mid-sized businesses and larger brands that have dedicated teams to manage their social media. MavSocial also offers campaign planning and management, scheduling, and social inbox functionality. The entry-level plan starts at $78 per month for three users and 30 profiles. The enterprise plan offers fully configurable and state-of-the-art social media management tools, including the ability to manage Facebook ads.

History

Pro Starts at $78* Per month Max. 3 users and 30 Profiles Business Starts at $249* Per month 5 users, 40 profiles Ability to expand users and profiles Enterprise Starts at $499* Per month Fully customized

Est. 2019 | TX, USA | PRIVATE

bio

Use the Khoros platform (formerly Spredfast + Lithium) to deliver an all-ways connected experience your customers deserve.

SoftwareReviews' SMMP Rankings

Strengths

• Offers a dedicated social strategic service team
• Extensive functionality

Areas to improve:

• Opaque pricing
• Not suitable for small or medium businesses

Khoros is the result of the merger between two social marketing platforms - Spredfast and Lithium. The parent companies have over a decade of experience offering social management tools. Khoros is widely used among many large brands such as StarHub and Randstad. Khoros is another vendor that is primarily focused on large enterprises and does not offer plans for small/medium businesses. Khoros offers a broad range of functionality such as social media marketing, customer engagement, and brand protection with visibility and controls over social media presence. Khoros also offers a social strategic services team to manage content strategy, brand love, reporting, trend tracking, moderation, crisis and community management; this team can be full service or a special ops extension of your in-house crew.

History

Khoros – Opaque Pricing:
"Request a Demo"

Est. 2009 | UK | PRIVATE

bio

Sendible allows you to manage social networks, schedule messages, engage your audiences, and measure ROI right from one easy-to-use dashboard.

SoftwareReviews' SMMP Rankings

Strengths

• Great integration capabilities
• Competitive pricing
• Scheduling functionality

Areas to improve:

• Limited footprint compared to competitors
• Better suited for agencies

*Pricing correct as of November 2022. Listed in USD and absent discounts.
See pricing on vendor's website for latest information.

Sendible primarily markets itself to agencies rather than individual brands or businesses. Sendible's key value proposition is its integration capabilities. It can integrate with 17 different tools including Meta, Twitter, Instagram, LinkedIn, Google My Business (GMB), YouTube, WordPress, Canva, Google Analytics, and Google Drive. In addition to normal reporting functionality, the Google Analytics integration allows customers to track clickthrough and user behavior for traffic coming from social media channels.

All plans include the functionality to schedule at least ten posts. Sendible offers excellent collaboration tools, allowing teams to work on assigned tasks and have content approved before they are scheduled to ensure quality control. Sendible offers four plans, with the option to save an additional 15% by signing up for annual payments.

History

Creator Starts at $29 Price per month For freelancers One brand Traction Starts at $89 Price per month Start-up agencies & brands. 4+ brands Scale Starts at $199 Price per month For growing agencies & brands Custom Opaque pricing Request a quote For large teams & agencies

Est. 2010 | FRANCE | PRIVATE

bio

Agorapulse is an affordable social media dashboard that helps businesses and agencies easily publish content and manage their most important conversations on their social networks.

SoftwareReviews' SMMP Rankings

Strengths

• ROI calculation for Facebook
• Competitor analysis
• Social inbox functionality

Areas to improve:

• Targeted toward agencies
• Advanced features can't be purchased under lower tier plans

*Pricing correct as of November 2022. Listed in USD and absent discounts.
See pricing on vendor's website for latest information.

Although Agorapulse offers the solution for both agencies and business, they primarily focus on agencies. In addition to the standard social media management functionality, Agorapulse also offers features such as competitor analysis and Facebook contest apps at an affordable price point. They also offer social inbox functionality, allowing the ability to manage the inbox and reply to any message or comment across all social profiles through a single platform.

The solution is offered in three plans. The pro plan allows ten social profiles and two users. Additional social profiles and users can only be purchased under the premium plan. All plans include ROI calculation for Facebook, but if you want this functionality for other platforms, that's exclusive to the enterprise plan.

History

Pro Starts at $79 Price per month 10 social profiles and 2 users Premium Starts at $199 Price per month 20 social profiles and 2 brands Enterprise Opaque pricing 40+ social profiles and 8+ users

Est. 2010 | CA, USA | PRIVATE

bio

A better way to manage social media for your business. Buffer makes it easy to manage your business' social media accounts. Schedule posts, analyze performance, and collaborate with your team — all in one place.

SoftwareReviews' SMMP Rankings

Strengths

• Competitive pricing
• Scheduling functionality
• Mobile app

Areas to improve:

• Not suited for medium to large enterprises
• Limited functionality

*Pricing correct as of November 2022. Listed in USD and absent discounts.
See pricing on vendor's website for latest information.

Buffer is a social media platform targeted toward small businesses. It is a great cost-effective option for those who want to manage a few social media profiles, with a free plan that lets one user access three social channels. At $5 per month, it's a great entry point for smaller companies to invest in social media management tools, offering functionality like post scheduling and link shortening and optimization tools for hashtags, tags, and mentions across platforms. All plans provide a browser extension, access to a mobile app, two-factor authentication, social media and email support, and access to the Buffer community. Customers can also trial any of the plans for 14 days before purchasing.

history

Essentials Starts at $5 Per month per channel Basic functionality Team Starts at $10 Per month per channel Adds reporting capabilities Agency Starts at $100 Per month per channel

Leverage Info-Tech's research to plan and execute your SMMP implementation

Use Info-Tech Research Group's three-phase implementation process to guide your own planning.

• Assess
• Prepare
• Govern & Course Correct

Establish and execute an end-to-end, Agile framework to succeed with the implementation of a major enterprise application.

Visit this link

Ensure your implementation team has a high degree of trust and communication

If external partners are needed, dedicate an internal resource to managing vendor and partner relationships.

Communication

Teams must have a communication strategy. This can be broken into:

• Regularity: Having a set time each day to communicate progress and a set day to conduct retrospectives.
• Ceremonies: Introducing awards and continually emphasizing delivery of value can encourage relationship building and constructive motivation.
• Escalation: Voicing any concerns and having someone responsible for addressing those concerns.

Proximity

Distributed teams create complexity as communication can break down. This can be mitigated by:

• Location: Placing teams in proximity can close the barrier of geographical distance and time zone differences.
• Inclusion: Making a deliberate attempt to pull remote team members into discussions and ceremonies.
• Communication tools: Having the right technology (e.g. video conference) can help bring teams closer together virtually.

Trust

Members should trust other members to contribute to the project and complete required tasks on time. Trust can be developed and maintained by:

• Accountability: Having frequent quality reviews and feedback sessions. As work becomes more transparent, people become more accountable.
• Role clarity: Having a clear definition of everyone's role.

Summary of Accomplishment

Knowledge Gained

• What a social media management platform (SMMP) is
• The history of SMMP
• The future of SMMP
• Key trends in SMMP

Processes Optimized

• Requirements gathering
• Requests for proposal (RFPs) and contract reviews
• SMMP vendor selection
• SMMP implementation

SMMP Vendors Analyzed

• Sprout Social
• HubSpot
• Zoho Social
• Khoros
• Agorapulse
• Hootsuite
• Sprinklr
• MavSocial
• Sendible
• Buffer

Related Info-Tech Research

Select and Implement a Social Media Management Platform

• SMMPs reduce complexity and increase the results of enterprise social media initiatives.

Social Media

• The Social Media workshop provides clear, measurable improvements to your social media strategy.

Improve Requirements Gathering

• An improvement in requirements analysis will strengthen the relationship between business and IT, as more and more applications satisfy stakeholder needs. More importantly, the applications delivered by IT will meet all the must-have and at least some of the nice-to-have requirements, allowing end users to successfully execute their day-to-day responsibilities.

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