Social Media Software

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.  Read the full software guide...


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What is Social Media Software?

Social media software, more commonly referred to as social media management software or SMMS, refers to solutions used by different sizes of companies, marketing agencies and freelance marketers to facilitate their efforts to engage potential and existing customers in various social media platforms. In other words, it is a form of marketing software that focuses on capturing, nurturing and communicating with leads through social media networks.

A social media management platform can offer a wide variety of functions, including social listening/monitoring, customer engagement, brand management, content sharing and marketing to target audiences. Marketing professionals and businesses can use these solutions to keep track of inbound and outbound conversations and brand mentions, monitor social marketing campaigns and analyze the effectiveness of their social media marketing strategy.

At the very least, a good social media software solution will allow you to connect all your social media accounts and manage each profile under one roof, including monitoring every interaction, post and conversation with your followers. Most social media management software solutions have some type of dashboard where you will be able to access all your social accounts, see previous posts as well as view comments, share counts, likes and dislikes.

Another basic function in a typical social media management platform is automated and real-time posting. This enables you to automatically post the same content on multiple social networks with just a single click. For instance, if you want to share the latest blog posts and reviews about your product on social media, all you have to do is click post and the tool will automatically share that review on Twitter, Facebook, Instagram, LinkedIn and any other integrated social network available. These posts can also generally be scheduled to go out at predetermined times, meaning users can further tailor their social media content towards specific time zones and audiences.

These types of social media management tools are normally available as a free service or a standard feature in free versions of premium solutions. The main goal of using a social media software solution is to help you organize all your social media accounts across different communication channels. You can keep track of what you’re posting, monitor conversations and mentions of your brand and figure out what really engages your target audience and followers. Overall, it helps to give you an idea about what turns them from passive followers to actual paying customers.

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Common Tools & Features

Social media software solutions combine multiple business processes such as marketing, advertising and customer service. As such, most social media management tools need to have specific features and capabilities that enable users to effectively perform a variety of key tasks. Below are a few core tools and features that you might find in the majority of social media management and marketing software solutions available in the market.

Social Listening and Monitoring

Any social media software solution worth buying should have social listening and monitoring capabilities. If you want an effective and successful social media marketing strategy, then you need a tool that allows you to know what your target audience is saying about your brand, learn what they like and don’t like, identify content that has the best chance of engaging potential customers and even figure out what they think about your competitors.

All of this can be achieved through social listening and monitoring. This feature will keep you informed of existing conversations about your brand, product or service so you can react accordingly and in real-time. For instance, there could be a group of customers chatting on social media about your product in a negative light, as one of them has had a negative experience using it. By learning about the issue on time, you will be able to take the necessary actions to rectify the problem that a particular customer is experiencing.

Additionally, this type of feature will also enable you to monitor your brand’s hashtags, relevant keywords and account names. If someone on Facebook, Twitter or Instagram @’s your brand in a post, you will be notified instantly.

Analytics and Reporting

This feature is very useful for any marketing firm, social media agency or any organization trying to implement a social media marketing strategy. Most social media management software offers real-time analytics, which can efficiently measure your brand’s performance on social networks. Through these advanced analytics, you will be able to evaluate your social media strategies and see which aspects are working for you and which ones aren’t.

If you’re a social media firm/agency, having a tool that shows key performance metrics will allow you to prove to your clients that your marketing efforts and strategies are working by giving them actual results and numbers. This is all achieved through the monitoring of several indicators, including likes and dislikes, impressions, content/post shares, reposts, retweets and more. A few other forms of analytics features you need to consider are engagement analytics, daily data reports and account comparison functions.

Scheduling and Content Calendars

Robust scheduling is another crucial component of any social media management platform. The key to an effective social media marketing strategy is timing your posts so the majority of your target audience will see them. There’s little point in posting content on social media if people don’t catch them at the right time. Your social media software should, therefore, have powerful scheduling features that allow you to schedule posts as efficiently as possible, enabling you to target particular time zones or demographics.

Multi-platform Support and Integration

Another important feature that you want with your social media management solution is support for all social networks. Seamless integration is king when it comes to business process software, SaaS and cloud-based solutions—and social media software is no exception. The software you’re using has to have support for multi-platform integration, since you’re most likely going to have to manage multiple social media accounts across a number of social media platforms.

Considering so many social media platforms exist, you really need a tool to help centralize all your social profiles and manage your posts and content from a single location, which in this case, would be a clean and easy to navigate dashboard.

Social Inbox and Customer Engagement

Boosting customer engagement is one of the many reasons to use social media software solutions. As a brand, you want your ears on the ground where all your target audiences are all gathering and sharing stories. The whole point of leveraging social media and making it work for your business is to get closer to your customers, figure out their needs and how you can provide for them. A social inbox or customer engagement feature can help you do just that.

This feature allows you to view @ replies and social media posts that mention your brand, product or service. You can use these tools to provide customer support, respond to customer queries, view customer feedback and to simply interact with your followers. This is how you will be able to elevate your customer engagement efforts to the next level.

Process Management and Collaboration

Social media strategies will sometimes require a level of collaboration among staff members. Social media software solutions with collaborative features allow teams to coordinate their processes, especially when it comes to message assignments and message sharing. For instance, if you have multiple people handling messages and queries from customers on social networks, you would want their responses to be well-coordinated and as seamless as possible.

This feature can greatly minimize the risk of your social media team posting different responses to the same questions and concerns.

Built-in Automation

Some of the best social media management platforms in the market come with built-in automation features. Systems with built-in automation will enable you to automate day-to-day tasks and processes. A good example is reposting content on other social networks. For instance, you can set the platform to automatically repost your created content from a few days ago on to your Twitter account or on Facebook.

Moreover, you may also want to schedule posts or set the system to automatically pull relevant reports and analytics on a weekly basis for a deeper analysis of your social media strategies. As such, there are a lot of tasks and processes that you can automate using a social media management tool.

Social Media Advertising Tools

An ideal social media software solution also offers social advertising capabilities. It provides you and your team with the ability to manage your advertising campaigns on various social networks. With this functionality, social media managers should find it easier and more efficient to manage their workflows and social marketing efforts.


Types of Social Media Software

There are many different types of social media software available. The type of software you need mainly depends on the type of user or buyer you are. For instance, if you’re a small business, a startup or a freelance social media marketer with just one or a limited amount of social accounts, you might not need a fully equipped social media management platform. Consider the features that come with the software solution to figure out which ones you might actually use based on the size of your business’ social presence as well as the type of audience you are engaging.

If you’re a bigger organization, perhaps a more established social media marketing firm catering to multiple clients or audiences, then you might want to go with a more comprehensive social media management solution. This could include the ability to deliver localized content in various languages to hit specific time zones across multiple social media accounts. In this case, a solution offering the ability to store, manage and distribute creative assets for use across various social platforms could be significantly beneficial.

On the other hand, if you’re looking to improve brand awareness and manage your brand reputation on social networks, a good social listening software solution might be more up to your speed. You can use this type of social media software to learn what your target audiences are saying about your brand. It can also be used to check up on your competitors and how they are being perceived by people on social media.

Social conversation software may also be useful if you want a more efficient way to respond to your customers’ queries and concerns posted on social media. A more comprehensive social media management platform provides this tool to allow brands to respond quickly to questions, provide real-time communication and find clear opportunities to offer help to those who need it.

Social analytics software is another type of social media solution that provides critical data you can use to learn how your social media posts and marketing efforts are being received by your target audience. If you ever wanted to know how effective your social media campaigns are, both as a whole and on specific social networks, this is the type of software you’ll want to check out.

Finally, social influencer marketing software solutions can provide the tools needed to identify and learn more about your social media followers that are influential about key areas of your targeted industries, generally through possessing a large following of their own. As such, knowing who these social media followers are can be beneficial as you will be able to take advantage of their influence to promote your products and/or services on their social networks through sponsored blog posts and reviews.


Benefits of Social Media Software

Why should you buy a social media management tool? This is probably one of the most common questions people ask when they’re thinking of diving into social media as a means for marketing, brand management and SEO. The truth of the matter is any organization that has a presence in various social networks cannot be without a good social media software solution.

While social media management platforms, as a whole, offer a number of benefits for SMBs, enterprises, social media agencies and independent marketing professionals, each individual feature and tools these software solutions offer come with a wide range of benefits that you might find invaluable to your specific situation. Perhaps the most obvious benefit is the fact that you can post engaging social media content at any time, even without needing to be logged in.

Another benefit is that you will be able to organize and monitor all of your social media content across multiple platforms. Creating content and publishing it on social media is simple enough, but it can be time-consuming when you’re managing multiple social media accounts. With good social media software, you will be able to schedule content posts and publish them at appropriate times to maximize views.

Social media management tools also allow you to monitor brand mentions and conversations on different social networks. Every time your brand gets mentioned in a post or a comment, you will be notified by the system so you can react promptly and appropriately.

For example, if a user mentions your brand in one of their posts, perhaps asking a specific question about your product or just complimenting you for a service well done, you will be able to address it almost instantly. This will help build stronger customer relationships, customer satisfaction, trust and loyalty—all of which will greatly benefit your business as a whole. Furthermore, this also helps to mitigate the spread of negative feedback as it can be immediately addressed at its source.


Common Features of Social Media

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.
Social Media Monitoring Monitor what is being said across the internet through social sites.
Third-Party Plugins/Add-Ons Offers additional features or integrations built by third-party developers in form of plugins or add-ons.

Latest User Reviews of Social Media Products

HubSpot
William Alberto Parra Lugo
06 Jan 2020
"A robust, versatile and very simple to use..."

HubSpot CRM has become an essential tool when it comes to sales of our company. Navigating this service is simple due to the basic i...

HubSpot
Jay Silverman
10 Jan 2020
"Hubspot is strong for tracking emails and ..."

Hubspot is, first and foremost, an excellent piece of software for tracking emails. Whenever I've needed to see whether or not peop...

Publer
Hanzla Bukhari
11 Jan 2020
"Best Economical Social Media Automation"

It's easy to use features in scheduling my daily social media posts. It allows me to save my time.

Hootsuite
Dayana Yusimg Perez Chang
17 Jan 2020
"Hootsuite has established a good method to..."

A very easy automatic transformation of all our publications can be achieved, especially if we use the mobile application of Hootsui...


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