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What Is the Best Social Media Management Software

I was once asked: Which is the best social media management software available? My first thought was: how would I be able to compare these different programs head-to-head? After all, they’re very different in terms of features, pricing, and setup. And what works for one company won’t necessarily work for another. Of course, this isn’t a black and white kind of question. There is no single best social media management platform, only ones that are better suited for certain people or businesses. Below I’ll give you some things to look out for when choosing which one works best for your business.

I believe that one of the most important and strategic decisions a person makes is the software they use to manage their social media. This is important because the right software will allow you to run your company or business smoothly while the wrong software choice can be a time bomb that not only doesn’t work, but also becomes destructive and sabotages your entire strategy. There are great solutions out there, but in this article I want to explain what I believe is the best social media management software.

 Social Report

Social Report

Social Report provides an overview of your activity on multiple social networks as well as blogs. You can track new topics, measure ROI, and export the data into a handy report layout. Social Report makes it easy for you to monitor your social profiles as well as those of your competitors. It includes useful options to structure and manage your customer data.

3 cool features:

  • Enable notifications to receive in-depth reports daily or weekly.
  • List insights on different social profiles side by side to find correlations and contrasts in your overall marketing strategy.
  • Create and share white label reports with your clients.

Social networks analyzed:

  • Facebook
  • Twitter
  • Instagram
  • YouTube
  • Pinterest
  • LinkedIn

What analytics you get for free:

  • All features for 30 days
    • Analytics for social media, business reviews, and website performance
    • Competitor tracking
    • Unlimited PDF and Excel exports

Paid options: $49, $99, and $199 per month

 Socialbakers

Socialbakers

Socialbakers is a collection of analytics tools that includes all the fundamental resources you might need—tracking of multiple profiles, key performance indicators, competitive intelligence, and automated reports. Beside analytics tools, Socialbakers also offers tools for publishing and optimizing your content, identifying influencers, digital persona mapping, and customer care on social media.

3 cool features:

  • Analyze audience sentiment towards your campaigns from their reactions and interactions.
  • Decide whether to boost Facebook posts or not based on predictive analysis.
  • See how your performance compares to that of your competitors in the last 90 days on Instagram and Facebook.

Social media channels:

  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
  • Pinterest

What analytics you get for free:

  • All features for 14 days
    • Social media analytics
    • Automated sentiment analysis
    • Smart benchmarks
    • Omnichannel paid analytics
  • Facebook and Instagram performance report
  • Facebook benchmarking tool
  • Instagram analytics tool

Paid options: $200 per month and custom pricing

 Iconosquare

Iconosquare

Iconosquare helps you track, grow, and report your Facebook and Instagram accounts’ performance. Agencies can manage multiple brands from a single dashboard and schedule reports to be sent directly to clients. The competitor tracking and benchmarking features help you compare your performance with other brands in your industry.

3 cool features:

  • Discover photos, captions, and comments that tag or mention your brand.
  • Track engagement on competitors’ profiles.
  • Learn when your followers are online and engage them live.

Social media channels:

  • Facebook
  • Instagram

What analytics you get for free:

  • All features for 14 days
    • Advanced analytics
    • Competitor and hashtag tracking
    • Industry benchmark
  • Facebook account audit
  • Instagram account audit

Paid options: $29, $59 per month, and custom pricing

 Tailwind

Tailwind

Tailwind is a Pinterest and Instagram marketing solution that helps you schedule content, monitor conversations, and analyze performance. For Pinterest, its analytics gives you insights such as the number of pins with your domain, the potential impressions, and the number of followers for your boards. For Instagram, it shows basic metrics such as followers, posts, comments, and likes.

3 cool features:

  • Identify the best hashtags on Instagram with the Hashtag Finder.
  • Use the browser extension to create multiple posts from any site.
  • Upload images in bulk using a drag-and-drop calendar to save time.

Social media channels:

  • Instagram
  • Pinterest

What analytics you get for free:

  • Basic profile performance
  • Basic metrics for individual posts
  • Board and website insights

Paid options: $9.99, $799.99 per month, and custom pricing

 Hootsuite Analytics

Key benefits: Performance data from every social network in one place with easy-to-understand reports

Paid or free? Paid tool

Skill level: Beginner to intermediate

Best for: Business owners who run their own social media, social media managers at small-to-medium sized businesses, marketing teams

Most social media management platforms have built-in analytics tools. We hope you’ll forgive us for saying Hootsuite’s reporting capabilities are our favorite. But it’s the tool we know and love best.

viewing social media analytics on multiple networks in Hootsuite

Imagine Twitter analytics, Instagram analytics, Facebook analytics, Pinterest analytics, LinkedIn analytics all in one place. Hootsuite Analytics offers a complete picture of all your social media efforts, so you don’t have to check each platform individually.

It saves time by making it easy to compare results across networks.

Social posts metrics:

  • Clicks
  • Comments
  • Reach
  • Engagement rate
  • Impressions
  • Shares
  • Saves
  • Video views
  • Video reach
  • And more

Profile metrics:

  • Follower growth over time
  • Negative feedback rate
  • Profile visits
  • Reactions
  • Overall engagement rate
  • And more

Best time to post recommendations:

Ever spend a bunch of time writing and designing a social post only to have it fall completely flat? There could be a lot of reasons for that. But one of the most common reasons this happens is posting at the wrong time. A.k.a. Posting when your target audiences are not online or not interested in engaging with you.

This is why our Best Time to Publish tool is one of the most popular features of Hootsuite Analytics. It looks at your unique historical social media data and recommends the most optimal times to post based on three different goals:

  1. Engagement
  2. Impressions
  3. Link clicks
Best time to publish feature in Hootsuite Analytics

Most social media analytics tools will only recommend posting times based on engagement. Or they’ll use data from universal benchmarks, instead of your unique performance history.

Other cool things you can do with Hootsuite Analytics:

  • Customize report templates for only the metrics you care about
  • Get reports on your competitors
  • Track the productivity of your social team (response times, and resolution time for assigned posts, mentions, and comments)
  • Monitor mentions, comments, and tags related to your business to avoid PR disasters before they happen

Hootsuite Analytics is included in the Hootsuite professional plan, with you can try for free for 30 days.

 Google Analytics

Key benefit: See how much traffic and leads flow to your website from your social media channels

Paid or free: Free tool

Skill level: all skill levels

Best for: all social media professionals should be familiar with Google Analytics, but especially those who work for a web-based business

You’ve probably heard of Google Analytics already. That’s because it’s one of the best free tools to use to learn about your website visitors. And if you’re a social marketer who likes to drive traffic to your website, then it’s an invaluable resource to have in your back pocket.

While it’s not a social media reporting tool per se, you can use it to set up reports that will help you:

  • See which social media platforms give you the most traffic
  • See what content drives the most leads and traffic on which social networks
  • Get to know your audience with demographic data
  • Calculate the ROI of your social media campaigns
Google Analytics dashboard showing sources of traffic for a blog post

With these data points, you’ll be able to get the most out of your social media campaigns and effectively strategize for the future. No social media strategy is complete without Google analytics.

TapInfluence

The boom of influencer marketing has created a need for social media tools specifically tailored for influencer campaigns.

Enter TapInfluence, an analytics platform which removes many of the “what-ifs” related to influencer marketing. This includes metrics such as reach, engagement rate and the potential price tag behind any given influencer.

In short, TapInfluence highlights relevant influencer metrics in black and white so brands can better understand whether or not a potential relationship makes sense prior to outreach.

TapInfluence provides eye-opening insights regarding an influencer's reach and engagement rate

Influencer campaigns shouldn’t be a black hole of ROI. In addition to individual influencer metrics, the platform also measures the performance of overall campaigns against industry benchmarks.

TapInfluence's reporting compares your brand's influencer campaigns to industry benchmarks

 Snaplytics

The popularity of ephemeral content on social media speaks for itself.

Snaplytics focuses solely on analytics for Snapchat and Instagram Stories. The platform looks at metrics such as open and completion rate, allowing brands to see where story engagement peaks and likewise at what point viewers drop off.

Snapalytics focuses its social media analysis on Instagram and Snapchat Stories

The need to optimize story-based content is something that modern brands should overlook at their own peril.

Although Snapchat might have fallen out of favor for some brands, bear in mind that the network still boasts hundreds of million active users among millennials and Gen Z.

Meanwhile, Stories represent one of the most-engaged methods of Instagram promotion. Going beyond native analytics is a smart move for brands who want to craft more compelling Stories or eventually run story-based ads.

Conclusion

Your social media efforts need support. You can’t effectively manage your time, publish to multiple accounts (Facebook, Twitter, LinkedIn, Google+), and schedule content to post automatically.

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