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Brandwatch
Brandwatch
Brandwatch is a leading Consumer Intelligence and Social Media Management solution that empowers over 5,000 of the world's most admired companies to understand and engage with customers at the speed of social. Its Consumer Intelli...Read more about Brandwatch
Salesforce Marketing Cloud
Salesforce Marketing Cloud
Audience Studio is a data management platform (DMP) designed to help businesses deliver personalized marketing experiences by capturing and storing data signals from multiple sources. Advertisers can utilize machine learning techn...Read more about Salesforce Marketing Cloud
SproutLoud
SproutLoud
SproutLoud is a cloud-based brand management solution designed for medium and large size enterprise customers. It offers asset management, approval and search functionalities within a suite. SproutLoud brand management is a p...Read more about SproutLoud
Oktopost
Oktopost
Oktopost enables B2B marketing teams to amplify their brand on social media and measure the real impact of social on the business. Oktopost's social media management, social listening, and employee advocacy solutions are built for...Read more about Oktopost
Act-On
Act-On
Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting ...Read more about Act-On
Lead Gen & CRM (formerly SharpSpring)
Lead Gen & CRM (formerly SharpSpring)
At Constant Contact, we deliver for small businesses with powerful tools to simplify and amplify digital marketing. Constant Contact Lead Gen & CRM (formerly SharpSpring) is a marketing and sales platform developed to help busines...Read more about Lead Gen & CRM (formerly SharpSpring)
ActiveDEMAND
ActiveDEMAND
ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small busi...Read more about ActiveDEMAND
HubSpot Marketing Hub
HubSpot Marketing Hub
HubSpot is a leading growth platform. Over 52,000 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Marketing H...Read more about HubSpot Marketing Hub
Agorapulse
Agorapulse
Agorapulse is a social media management tool that manages social media messages, schedules and publishes content across channels, monitors, and gets stunning reports all in one easy-to-use dashboard. ...Read more about Agorapulse
Hootsuite
Hootsuite
Social media is a wild place to do business. That’s why thousands of brands rely on Hootsuite’s tools and expertise to bring order to the chaos. Launch brilliant social campaigns, deliver 5-star social commerce experiences, and ma...Read more about Hootsuite
Sendible
Sendible
Sendible is the leading social media management platform for agencies looking to manage social media more effectively for their clients. The Sendible platform brings all your social networks together into a centralised hub and i...Read more about Sendible
SALESmanago Marketing Automation
SALESmanago Marketing Automation
SALESmanago helps eCommerce businesses grow sales through deep customer understanding and seamless multi-channel interactions. Our approach collects real-time data on transactions, preferences, and website behavior, stored and man...Read more about SALESmanago Marketing Automation
Brand24
Brand24
Brand24 is a social listening platform that gathers and analyzes all publicly available mentions of your keywords on the Internet. They're all accessible from a single dashboard. How Brand24 Can Positively Impact Your Business? ...Read more about Brand24
Outfit
Outfit
Outfit is a cloud-based brand management and marketing production platform designed to monitor brand consistency and track asset executions across multi-media channels. The solution is designed to serve midsize to large enterprise...Read more about Outfit
Dynamics 365
Dynamics 365
Microsoft Dynamics 365 is a cloud-based CRM ecosystem for small, medium and enterprise organizations, with a focus on Sales, Field Service, Customer Service complete with strong integrations with Microsoft’s other Office 365 offer...Read more about Dynamics 365
Marketing 360
Marketing 360
Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (...Read more about Marketing 360
eClincher
eClincher
eClincher is a cloud-based social media management tool that helps businesses manage social-media accounts and marketing activities. eClincher lets users manage social-media profiles in one place for brand awareness, publishing, e...Read more about eClincher
SE Ranking
SE Ranking
SE Ranking is a robust SEO toolkit that best suits small to mid-sized agencies and in-house teams. It combines unique datasets with advanced features to help SEO pros in building and implementing effective strategies. SE Ranking...Read more about SE Ranking
NapoleonCat
NapoleonCat
NapoloenCat is a cloud-based social media marketing platform that offers publishing, conversation tracking, social content management, and analytics across platforms such as Facebook, Messenger, TikTok, Instagram, YouTube, Google ...Read more about NapoleonCat
Socialdraft
Socialdraft
Socialdraft is a cloud-based social media marketing tool suitable for large and midsize agencies. It works with Facebook, Facebook Groups, Twitter, LinkedIn, Pinterest and Instagram, and offers a multi-channel inbox, content sched...Read more about Socialdraft
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Buyers Guide
Last Updated: March 16, 2023If you're a retailer, your social media activities can have a huge impact on your customers. In fact, according to research from global marketing firm Epsilon, social media activities have a greater impact on consumers than any other channel—including search engines and the retailer’s own website.
As these activities grow more lucrative, the social media marketing software landscape is diversifying and expanding to meet the needs of retailers. There are now plenty of options in terms of software features and functionality. But this can also make choosing the right system confusing for first-time buyers.
This guide will help you understand social media marketing software and choose the best system for your needs. Here’s what we’ll cover:
What Is Social Media Marketing Software?
Common Types of Social Media Marketing Software
What Is Social Media Marketing Software?
Broadly speaking, social media marketing software is designed to help companies engage with social media users in the hopes that some of them will convert to paying customers.
These tools offer a range of capabilities to help companies:
Publish content to social media platforms
Locate particular social media users or conversations
Measure the relative success of social media marketing campaigns
Some platforms, known as social media marketing suites, offer a broad feature set encompassing multiple capabilities. ''Best-of-breed'' systems, on the other hand, offer one particular application that is among the best in its class.
Common Types of Social Media Marketing Software
Below is a list of common social media marketing tools. These may be bundled as part of a social media marketing suite, or offered as stand-alone, best-of-breed applications.
Social media management. Helps companies publish content to social media platforms and manage creative assets. Often includes some degree of monitoring and analytics. Allows users to establish a social media presence and maintain an active voice on social media platforms.
Social media monitoring. Identifies brand mentions (and/or words used in association with brands); locates where on social media platforms those conversations are occurring. This helps companies respond quickly to customer inquiries, target marketing messages to the most receptive social media users and understand how social media users feel about their brand.
Social media analytics. Provides the means for tracking, measuring and reporting on social media accounts and campaign performance. This helps companies understand what’s working and helps tie social media efforts to revenue.
Social influencer. Finds social media participants that are interested in, or influential on, a particular topic, then helps companies identify those participants’ spheres of influence. Once identified, businesses can reach out to these social media users and encourage them to act as brand advocates.
What Type of Buyer Are You?
Before evaluating social marketing software, it’s helpful to consider your type of business and social media marketing experience. We believe that most buyers fall into one of the following two categories:
Small business, or new to social media. Small businesses, or those just starting to grow their social media marketing operations, may not yet need the robust functionality of a social media marketing suite. Small businesses may want to consider starting with best-of-breed options, later combining that with additional platforms as they scale.
Enterprise, or significant social media presence. Larger businesses, and/or those with well-developed social media marketing operations, should consider a social media marketing suite. These better support organizations with more complex, diverse campaigns. Alternatively, consider combining multiple systems.
When combining multiple platforms, look for those that integrate well with the other systems and tools you’re using. For example, existing social media marketing, marketing automation, CRM (customer relationship management) or social CRM systems.
Key Considerations
There are some other things to consider as you compare social marketing tools. These considerations can not only affect which system is right for you, but also the price of your new software.
Choose which social channels to target. Some social media marketing systems support only certain social networks (Facebook, Twitter, LinkedIn etc.). Be sure to look for software that supports the social media networks you use.
Decide how many people will use the system. Social media marketing platforms are often priced by number of social profiles or number of users. Make sure to identify how many users will need to access the platform so you can accurately evaluate the cost of systems and compare vendor offerings.