The Leading Social Media Management Tools
This quarter’s Forrester Wave for Social Media Management Solutions report was released last week, and, being our area of expertise, naturally we poured over the details and revelations from the 32-criteria evaluation report of the best social media management tools in this space.
The report echoes what we have been noticing with our clients: Demand for Social Media tools is maturing, meaning that many businesses have now moved beyond the basic ‘Publish and Reply’ functionality that was provided by the first tools in the space.
So which social media management tools caught our eye?
Hootsuite comes out on top as the best all-round management tool for enterprises. It is praised in the report for its ‘revamped capabilities‘ which have evolved alongside demand and now ‘cements its enterprise status‘. On the flip side, Hootsuite is slightly let down by its advertising offering as well as its security.
Sprinklr does well in the social advertising stakes. The platform allows marketers to post posts, create dark posts, or set targeting and budget parameters; all of which is underpinned by a strong analytics offering. However, customers complain about complex pricing and unexpected hidden fees for the tool.
Newcomer Facelift gives a strong performance against more well-established competitors. Although the tool is slightly lacking in areas such as mobile app support and network coverage, its workflow-based system supports collaboration across multiple silos within a business.
Sysomos remains a strong choice for companies who need strong listening and research capabilities. Since its acquisition on Expion and GazeMetric, it has ‘transformed itself into a social suite with extensive language, tagging, analysis and measurement capabilities‘.
Salesforce’s Social Studio scores highly in Security and Risk. This is sure to go down well with IT professionals and compliance teams who are often key in procurement sign off. Forrester notes that Social Studio can still improve in usability, but with Salesforce now updating the platform every 10-12 weeks, this is sure to accelerate the platform forward.
Social Studio is also a strong choice for any organisation which already have any of Salesforce’s other products, as this provides ameliorated analytics for a better view of cross-channel customer experience.
Coming in last place in the assessment is Sprout Social. Surprisingly, this tool performs well in customer satisfaction due to its relatively simple functionality, giving an easy and intuitive user experience. However, maturing social teams may find that they outgrow this platform and ultimately feel limited by its largely publishing orientated offering.
Ultimately, the Forrester report is a great tool to help marketers make informed decisions around which tool is for them, but marketers shouldn’t assume that the top scoring platform will be the one that meets their needs.
Each of these platforms performs higher in some areas, and lower in others. Defining your medium and long-term goals on social will help you narrow down the platforms that might work for you. In the end though, getting the most from social management tools can only be achieved by marrying the right technology with the people and processes that will ensure success.
Not sure where to start with your social media management tool? Talk to one of our social experts about what’s about there and which product could work for you. Drop us an email at email@example.com
Helping companies get to know their customers has always been at the core our business. Using social to power that relationship has become a key part of most customer facing businesses and Media Measurement are here to help our customers identify, understand and connect with their customers.