Software for social media marketing is used to outreach, interact and schedule communicate with a wide range of audiences such as clients, consumers, stakeholders and the general public. It can be used for the acquisition of new customers and helps understanding existing ones via engagement on various social channels like Facebook, Instagram and Twitter. Software in this space generally helps with gaining insight into trends and customer opinions, resulting in better and more targeted segmentation / personalization for current & future campaigns or automating parts of the management required for these channels. Other features include aiding online reputation management (ORM), analysing social trends, customer engagement, creation of social ads and unification of strategies. Lastly, many solutions provide analytical features such as detailed reports on social media metrics like virality, reach and conversions to ensure a focus on strategies with high ROI.
Social Media software is any digital solution that helps organizations successfully engage in social media with a goal to improve brand awareness, increase inbound traffic, boost search rankings, monitor competitors, and enhance customer satisfaction.
Most products in this category enable you to manage all your social media accounts from a single dashboard. For instance, you can publish the same post on Facebook, Twitter, and LinkedIn with a single click. Other common functionalities include the ability to pre-plan and schedule social content, automate pre-approved responses to common customer queries, monitor and analyze online conversations, conduct sentiment analysis, run targeted social marketing campaigns, and manage paid social campaigns.
More advanced products allow you to measure the effectiveness of your social campaigns and collaborate across internal departments. You’ll also find solutions that help monitor regional social marketing campaigns and meet industry-specific compliance regulations.
Typically, social media software combines a multitude of the above features into one application. However, products focused on one particular aspect of social media management are also available. For instance, some solutions are specially designed for social listening, scheduling, or competitor analysis. This means you should choose a product depending on your priorities and goals.
Once you know what goals you want to accomplish with your social media software, you can choose the features accordingly. For instance, if you are more concerned about social media publishing, you should look for features like content libraries, geo-location targeting, content suggestion, and the ability to create custom posting schedules. On the other hand, if your aim is to analyze the effectiveness of social campaigns, you may want to look for a product that allows you to identify key performance metrics, measure team performance, create and share custom reports, and track what content your customers are liking, sharing, or retweeting.
If, however, you are looking for a solution that offers a little bit of everything, you’ll still need to decide on the must-have features. Some essential features to look for in a one-size-fits-all solution include platform integration, social listening, influencer identification, publishing, scheduling, social analytics, and reporting capabilities.
Some other factors to consider include mobility, usability, scalability, user access control, and whether the product can seamlessly integrate with other software products, such as CRM and analytics software.
|API||Application Programming Interfaces (APIs) are programmatic intersections with external products or platforms that allow for custom integrations with your own solutions or other solutions you are using.|
|Audience Targeting||Allows for audience segmentation, generally to tailor marketing or advertising messages to target specific user groups.|
|Brand Management||Tracking and promotion features for one or more brands of products.|
|Calendar Management||Manage and update calendars for scheduling or consolidation of events across teams, departments or business functions.|
|Conversion Tracking||Track signups, purchases or user actions to measure the effectiveness of marketing or advertising campaigns. This is often used to optimize inbound or outbound marketing efforts and improve sales conversions through a range of online channels.|
|Dashboard||Dashboards are digital interfaces commonly used to visualise data or give quick access to important features and functions of online platforms. They often serve as an overview gateway in software applications.|
|Data Export||Exporting functionality can be used to streamline the migration of data sets and information across systems, platforms or applications.|
|Data Import||Importing functionality allows you to use data sets from other systems or platforms to cut down on data entry requirements or to more easily migrate records from similar applications you have used in the past.|
|Data Visualization||Data visualization features render a visual interpretation of data sets through the use of charts, infographics and other visual cues generally in form of a reporting dashboard.|
|External Integrations||Integrations with other software products or platforms to improve efficiency and compatibility across systems.|
|Keyword Tracking||Track keywords for Search Engine Optimization (SEO), Search Engine Marketing (SEM) or item tagging purposes.|
|Marketing Automation||Automate marketing processes, such as outreach emails, customer engagement, chat replies through the use of chatbots and others.|
|Multi-Account||Support for several different accounts, for example different social media platform accounts.|
|Multi-User||Supports more than just one user account and generally allows for collaboration with colleagues.|
|Notifications||Includes notification support and sends you alerts with information on important events and other time sensitive instances. For example through push notifications on mobile phones or email notifications.|
|Scheduling||Schedule tasks, resources, appointments, payments, communications, etc.|
|Social-Media Integration||Integration support with social media platforms, such as Facebook, Twitter, Instagram, Tumblr and others.|
|Third-Party Plugins/Add-Ons||Offers additional features or integrations built by third-party developers in form of plugins or add-ons.|
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