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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

4.2 (495 reviews)

16 recommendations

HubSpot Marketing Hub

FrontRunners 2024

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

4.5 (5952 reviews)

3 recommendations

emfluence Marketing Platform

The emfluence Marketing Platform offers an intuitive interface and powerful features to streamline your digital marketing efforts. Whether launching personalized campaigns, managing multiple brands, or crafting strategies, our pla...Read more about emfluence Marketing Platform

4.7 (51 reviews)

2 recommendations is an award-winning work and project management platform that helps teams of all sizes plan, prioritize, manage, and execute their work more effectively. The platform offers solutions for a wide range of use-cases such...Read more about

4.6 (4663 reviews)

1 recommendations

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Mailchimp is a web-based marketing automation 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...Read more about Mailchimp


Instagram is a social media application that enables businesses to manage content, create and edit posts and monitor customer engagement. It lets users share photos and videos, comment on other users’ posts, send private messages ...Read more about Instagram


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

Zoho Social

FrontRunners 2024

Zoho Social is a holistic social media management tool that lets you effortlessly expand and grow your social media presence from one platform. Zoho Social supports major social media platforms such as Facebook, Instagram, Twitter...Read more about Zoho Social

Constant Contact

Constant Contact delivers for small businesses with tools to simplify and amplify digital marketing. Whether it's driving sales, growing a customer base or engaging an audience, Constant Contact aims to help users build strong con...Read more about Constant Contact

Meta for Business

Facebook for Business is a social media marketing solution that helps businesses promote products/services and connect with the target audience. The application enables users to design personalized ad formats and pages to drive sa...Read more about Meta for Business


Semrush is a leading online visibility management software-as-a-service platform. With over 55 products, tools and add-ons across online visibility management, including tools for search, content, social media and market research...Read more about Semrush


Writesonic is an AI-powered writing assistant with a mission to empower everyone in the world to write anything and publish anywhere. It's like Canva for writing, with tools to simplify the process of creating, editing, and publ...Read more about Writesonic


Jasper is artificial intelligence (AI) that helps businesses create content for blogs, social media posts, Facebook advertisements, and websites. Used by 50,000+ marketers, entrepreneurs, and content writers to save time writing c...Read more about Jasper


Twitter/X is a social media marketing and social networking solution that helps businesses streamline processes related to establishing connections, promoting brand content, setting up ad campaigns, and more from within a unified ...Read more about Twitter/X


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, Li...Read more about Buffer

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


Snapchat is a social media platform that helps businesses of all sizes engage with targeted audiences based on locations, interests, behaviors and other attributes. It enables marketing agencies to create, manage and schedule adve...Read more about Snapchat

X Pro

TweetDeck is a twitter management platform that engages followers through scheduled social media posts, account monitoring, customizable feeds, filter management, and more. ...Read more about X Pro


Nextiva brings customers and teams closer by connecting conversations in one AI-powered platform. We connect businesses to all of their conversations, helping them understand their customers in real-time to create personalized exp...Read more about Nextiva


Bitrix24 is an online workspace for small, medium, and large businesses. It features over 35 cross-integrated tools, including CRM, tasks, Kanban board, Gantt chart, messenger, video calls, file storage, workflow automation, and m...Read more about Bitrix24

Buyers Guide

Last Updated: March 16, 2023

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.


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.