Finding software can be overwhelming. Software Advice has helped thousands of businesses choose the right social media marketing to help them efficiently manage their social media marketing campaigns.

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SharpSpringFrontRunners 2020

SharpSpring is a fully integrated cloud-based marketing tool that offers customer relationship management, marketing automation, mobile and social marketing, sales team automation, customer service and more, all within one solution. SharpSpring... Read more

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Recent recommendations: 11 recommendations

Platforms: MacWinLinux
Deployments: Cloud
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Act-OnFrontRunners 2020

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 and... Read more

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Recent recommendations: 9 recommendations

Platforms: MacWinLinux
Deployments: Cloud
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Net-­Results

Net-Results is a cloud-based marketing automation solution for small, midsize and large businesses. Primary features include lead management, lead scoring, marketing list management, email builder, social media management, insights... Read more

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Recent recommendations: 6 recommendations

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Deployments: Cloud
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KIZEN

Kizen offers a cloud-based suite of marketing, customer relationship management (CRM) and sales tools suitable for small and midsize businesses in a range of industries. Features include contact and lead management, form automation,... Read more

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Recent recommendations: 5 recommendations

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Deployments: Cloud
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emfluence Marketing Platform

emfluence Marketing Platform is a cloud-based marketing solution that offers tools to create, track and run online marketing campaigns. Key features include email marketing, form and landing page builders, calendars, social media marketing... Read more

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Recent recommendations: 3 recommendations

Platforms: MacWinLinux
Deployments: Cloud
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ActiveDEMANDFrontRunners 2020

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 businesses,... Read more

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Recent recommendations: 1 recommendations

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Deployments: Cloud
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Lead Docket

Lead Docket is a cloud-based customer relationship management (CRM) solution that helps law firms to track leads. Key features include a real-time dashboard, contact management, task management and reporting. It enables users to search,... Read more

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Recent recommendations: 1 recommendations

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Deployments: Cloud
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DivvyHQ

DivvyHQ is a cloud-based content marketing solution that caters to content teams in large agencies, media companies and publishers. Key features include audience targeting, brand management, multi-channel publishing, conversation tracking... Read more

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Deployments: Cloud
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Trend

Trend is a cloud-based solution designed to help social media influencers manage marketing campaigns and generate content, improving brand value across channels. It comes with a centralized dashboard, which enables users to view, approve... Read more

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MailChimpFrontRunners 2020

MailChimp is a web-based email marketing service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to create... Read more

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Deployments: Cloud
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Asana

Asana is a cloud-based project and task management solution that enables companies and ad agencies to manage and organize tasks and projects, communicate and collaborate. It is helpful for teams and companies that handle multiple projects... Read more

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Deployments: Cloud
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Wix

Wix is a cloud-based landing page solution that helps users create and manage websites. The solution provides multiple templates with video backgrounds, fonts and animation. It allows users to customize the website with their own logo... Read more

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Deployments: Cloud
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Microsoft Dynamics 365

Microsoft Dynamics 365 provides integrated solutions that allow businesses to better track leads, automate field service, drive sales and improve operations using mobile, enterprise-ready business apps from the cloud. The system's... Read more

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Deployments: Cloud
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HootsuiteFrontRunners 2020

Hootsuite is a cloud-based reputation management and social-media solution for organizations and businesses to collaboratively carry out campaigns across various social networks such as Google+, LinkedIn, Facebook and Twitter. It lets... Read more

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Deployments: Cloud
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Zoho SocialFrontRunners 2020

Zoho Social is a cloud-based social media management platform. It allows users to manage multiple social channels, schedules posts and monitor keywords. Zoho Social’s key features comprise creating, publishing, bulk scheduling,... Read more

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Deployments: Cloud
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Constant Contact

Constant Contact provides a range of intuitive marketing applications designed to help small businesses and nonprofits expand their customer bases and nurture relationships. Solutions include email marketing, event marketing, social... Read more

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Deployments: Cloud
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Infusionsoft by Keap

Infusionsoft by Keap is a cloud-based sales and marketing solution that offers Customer Relationship Management (CRM), Marketing Automation and E-Commerce functionalities in one suite that helps small businesses across various industries... Read more

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Deployments: Cloud
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BufferFrontRunners 2020

Buffer is a social media management platform for small to midsize businesses that helps users publish content, engage clients and analyze their social media performance. Buffer integrates with Facebook, Instagram, Twitter, LinkedIn,... Read more

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Deployments: Cloud
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Marketing 360FrontRunners 2020

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 (SEO)... Read more

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MarketoFrontRunners 2020

Marketo offers a cloud-based email marketing platform for companies of all sizes to manage and monitor engaging customer relationships. The solution features integrated applications that deliver a range of capabilities including marketing... Read more

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Buyers guide


Last Updated: June 19, 2020

Managing social media marketing campaigns requires marketers to juggle a number of tasks: managing profiles on multiple social media platforms, creating and scheduling campaigns, replying to inquiries and comments, and tracking campaign engagement and performance metrics.

Doing this many tasks manually can be time-consuming and prone to error. Moreover, if you are unable to quickly respond to customer queries, you may end up losing business opportunities.

A social media marketing tool lets you manage different social media platforms, track customer comments and inquiries, and view reports on campaign performance metrics.

However, finding the right software solution for your business can be confusing. To help you make an informed purchase decision, we'll cover:

What is social media marketing software?
Common features of social media marketing software
What type of buyer are you?
Benefits of social media marketing software
Market trends to understand

What is social media marketing software?

Social media marketing software helps businesses create, track, and manage online campaigns on their brand's social media accounts. The software also provides users with reports on campaign performance metrics, such as cost, revenue, and profits, enabling users to accurately measure return on investment on these campaigns.

Common features of social media marketing software

The first step in selecting the right social media marketing tool for your business is to understand the common features of the software. This knowledge will help you select products based on your business requirements.

Content management Create, edit, and publish content across multiple platforms such as LinkedIn, Facebook, and Twitter.
Post scheduling Schedule social media posts on different social media platforms based on optimal timings.
Customer targeting Select target customers for each campaign based on attributes such as location, age, and interests.
Multi-account management Manage multiple social media accounts in a single tool.
Reporting Generate reports on different parameters such as likes, conversation rates, revenue, cost, etc.

What type of buyer are you?

The next step is to learn about the types of buyers in the market. This knowledge will help you select products based on the type of business you are in:

  • Agency buyer: If you own a social media agency, marketing agency, or PR firm, you need strong reporting functionality so that you can provide accurate cost, campaign performance, and return-on-investment reports to your clients. You also need multi-account functionality, as you'll need to manage different accounts for different clients.

  • Business buyer: If you are a social media manager working at a business, you'll need software that lets you manage all the social media accounts of your business. You'll also need cost-tracking functionality to ensure that the costs of the campaign don't exceed the designated budget.

Benefits of social media marketing software

Understanding the benefits of the software will help you build a strong case for a software purchase.

  • Improved response time for customer inquiries: According to a recent survey, 72% of Facebook users expect a response in less than 24 hours after posting on a brand's social media account. It's essential for marketers to ensure that each post is responded to within this timeframe. Social media marketing tools provide you with a unified inbox where you can view all comments, assign them to the right agent, and therefore reduce time-to-response.

  • Accurate reporting: Social media marketing software provides you with real-time reports on campaign performance metrics, such as the number of leads, cost of paid ads, and revenue. These reports give you a complete view of your social media campaigns and help you make decisions for future campaigns.

  • Efficient customer relationship management: A social media marketing solution helps you not only capture leads on social media, but also manage interactions with prospects. You can assign leads to agents, schedule appointments, and track the real-time status of each prospect.

Market trends to understand

The social media marketing landscape is evolving fast. To stay ahead of the competition, you need to be aware of recent trends that are disrupting the market. You also need to ensure that the social media marketing vendor you select is incorporating new technology.

Two prominent trends to be mindful of are:

  • Chatbots will drive engagement in social media marketing campaigns: End-user engagement is the key to successful social media campaigns. Chatbots can provide visitors with instant answers to basic questions, thereby increasing engagement with prospects who would otherwise have to wait for a response. As more and more businesses look for ways to make marketing campaigns more engaging, we expect chatbots to be integral social media marketing software functionality by 2022.

  • Video content is the next big thing on social media: Social media posts with videos get 48% more views than those without videos. As more and more businesses start using video-based advertisements in their social media marketing campaigns, we expect to video creation and publishing tools to become a core functionality by 2022.

FrontRunners

Your Guide to Top Social Media Marketing Software, May 2020

Software Advice uses reviews from real software users to highlight the top-rated Social Media Marketing Software products in North America.

Learn how products are chosen

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“Usability” includes user ratings for Functionality and Ease of Use.“Customer Satisfaction” includes user ratings for Customer Support, Likelihood to Recommend and Value for Money.Reviews analysis period: