The Important of Social Media Management Tools

What is a Social Media Management Tool?

A social media management tool is defined as software designed to allow users to publish to, monitor, and manage one or more social media platforms from one interface. Some of the more popular software brands are Hootsuite, Sprout Social, Buffer, and Eclincher. Each company has a tool that specializes in an area of social media content publishing and analysis.

Benefits:

• Monitor Social Engagement
• Build and Maintain Relationships
• Manage Multiple Platforms
• Analyze Performance
• Stay Updated on Trends
• Post Scheduling

One of the biggest benefits of utilizing a social media management tool is its ability to provide ownership or C-Suite executives with a return on investment (ROI). The detailed reporting offered by these tools breaks down the data obtained through the various social media platforms. Brands can see direct purchasing or influence on purchase decision-making processes through consumers directly. By having this information, brands can strategize their marketing efforts better and increase profits.

How Do Social Media Management Tools Assist with Community Engagement and Social Listening?

In a quality social media management tool, there is data collected on sentiment analysis and consumer engagement. By monitoring what consumers are saying, brands can better serve them. For example, Sprout Social offers assistance in community management with a messaging tool, Smart Inbox. This feature keeps social media managers up to date on what the community is saying about the brand. Additionally, it is an opportunity to answer customer service issues, engage in hot topics, or handle any special requests by consumers. By focusing on social listening, brands can be proactive in supporting consumers instead of being reactive to a problem that has already occurred. This could be by analyzing conversations and trends occurring in the respective industry.

Buffer is a global social media management tool that offers products for publishing analytics, team collaboration, and content publishing. Their goal is to help drive engagement and results on social media platforms. Buffer is popular for its ease of use, management features, and notable calendar view feature. Buffer focuses on Instagram, Facebook, Twitter, LinkedIn, and Pinterest.

Buffer does not have the diverse toolbox of sprout social or analytic capabilities. In order to have a comparable tool, brands would have to purchases numerous add-ons, raising costs significantly. Additionally, Buffer offers limited insight into internet-wide brand awareness, presence, and reach, and users often have to re-authorize social media accounts repeatedly. Furthermore, Buffer is better at assessing your own posts but will not provide insight on what posts perform best on which platforms.

Sprout Social is a popular full-service social media management tool that offers the capability to manage multiple platforms, offers quality reporting tools, and strong social CRM features. This tool focuses on Facebook, Twitter, Instagram, LinkedIn, and Google+. This management tool is the perfect blend of social media management and analytics to meet the needs of small to mid-size businesses. Specifically, Sprout Social provides users with chatbot creation, trend monitoring tools, and social listening. These tools can be used to gain a competitive edge over other brands. This particular management tool is designed for those that need social media management with the basic capabilities of an enterprise marketing technology.

Social listening and keyword monitoring are limited in the basic tier of Sprout Social but can be added for a fee. Additionally, it does get expensive when adding more users. Another downside to Sprout Social is the limited YouTube integration.

Ultimately, both products are leading tools in the industry that provide great tools depending on your business needs. Sprout Social is best for a team that utilizes workflow tools, requires strong reporting data and social listening. Buffer is best for content planning and posting and applications and integrations library.