Before investing in a social mediatool, ask yourself some questions, including these:
What networks are most popular in my universe?
HootSuite is widely used for social media management, but it only posts to Facebook, Twitter, Instagram, Google+, YouTube and LinkedIn—not Pinterest. If you need Pinterest management, you’ll need a suite that includes it, like Buffer, or a standalone Pinterest tool like Tailwind. The Buffer for Business plan also lets you bulk-upload social updates via Excel files.
What features are important?
This depends entirely on what you need. MeetEdgar, for example, focuses on recycling older content from your social channels to increase their engagement and decrease the time you have to spend curating new content.
IFTTT and Zapier are strictly automation tools. They’ll auto-load your new blogs to your Facebook page, for example, but they won’t give you the analytics of a platform like Zoho Social or Sprout Social.
Klout is best for building personal brands through social content. The company’s companion platform, Lithium, supports business brands with a fuller array of features.
SocialOomph offers social mention monitoring tools, as well as follower suggestions for building an audience.
Will I be running paid campaigns alongside my organic updates?
For any paid campaigns, you’ll be looking at a different set of tools, except for Sprout Social, which can handle both to some degree. Trackur, Social Report and Webfluenz might be worth looking into.
Will multiple people be using the tool?
If you’re a one-person shop, pretty much any of the tools mentioned up to this point could be made to work. But setting up multiple users is often necessary so that the appropriate people receive individual notifications and tasks they need to follow up on.