10 most effective social media tools for PR pros

Social media has brought new opportunities for communicators—and heaped new responsibilities on their already full plates. Here’s the software to help you stay on top of it all.

This article originally appeared on PR Daily in May of 2018.

Some technology really does make things easier.

With social media management tools, you can use automation to share your content and the content of others on your social media channels. Instead of going through the process of logging into each of your social media accounts to post content, find hashtags, resize images and engage with your audience, you can use social media management tools to schedule your social media posts days, weeks or even months ahead of time.

In order to automate your social media sharing, you should plan your social media posts using a calendar or schedule for your organization. By blocking off parts of your day specifically for social media and creating a social media strategy, you can achieve more than you think in a short amount of time.

Here is a list of the top 10 social media management tools you should consider using:

1. Hootsuite

Hootsuite is one of the most popular social media management tools since it is used by more than 15 million people and more than 800 of the Fortune 1000 companies.

Hootsuite allows you to manage and analyze multiple social media networks, profiles, keywords and campaigns. You can add more than 35 social media networks to its all-in-one platform, where you can curate and schedule content, and measure your social return on investment (ROI).

Hootsuite makes it easy to add accounts, schedule posts across social media platforms and add account managers. It also has a comprehensive training program through Hootsuite Academy that helps you raise your social media game with training and certifications.

Cost: It ranges from free to $499 per month. Enterprise pricing is also available (includes a 14-day free trial).


2. Buffer

Buffer is is a clean and intuitive tool that helps you drive website traffic, increase social media engagement and save time on social media.

It can help you schedule and manage social media posts across a wide range of social media channels at the best possible times throughout the day, so you don’t have to waste time logging into multiple social media accounts. It can also track links so that you can see what content gets the most traction.

Buffer makes it easy to maintain a consistent presence on social media so you can build your following and influence. Buffer has a suite of products for publishing, engagement, analytics and team collaboration.

Cost: It ranges from free to $399 per month (with a 14-day free trial).

3. HubSpot

HubSpot is an inbound marketing and sales software tool that can help you monitor and publish to multiple social media accounts and get closed-loop reporting data. With HubSpot, you can see what social media channels drive the most engagement and what social media posts and channels drive leads and sales.

HubSpot’s social media management tools are one part of their all-in-one marketing software. HubSpot integrates all your marketing efforts such as social media, email, search engine optimization (SEO) and customer relationship management (CRM) into a single platform, allowing you to better compare your results across your marketing channels.

Cost: The enterprise version of their marketing software starts at $2,400 a month. This package includes more than social media management. If you are already HubSpot customer, you should consider using the social media management part of their software.

4. Sprout Social

Sprout Social is a social media management tool that allows team members to monitor social media mentions, engage with advocates, schedule content, and use reporting tools. It has more than 19,000 customers.

In fact, it provides a customer relationship management (CRM) feature like HubSpot. Having complete social media profiles of your customers can help you build stronger relationships.

Similar to Hootsuite and Buffer, Sprout Social can help you combine several social media tools into one platform so you can schedule, monitor and report on your social media efforts. Sprout Social also provides beautiful reports without a lot of editing.

Cost: It ranges from $99 to $249 per user per month (with a 30-day free trial).

5. Twitter TweetDeck

Twitter ‘s TweetDeck is an excellent way to manage your Twitter accounts. It has a multi-column layout so you can follow many conversations at once and schedule content to your Twitter accounts. You can view multiple timelines in one easy interface and includes advanced features to help get more out of Twitter.


Cost: Free

6. Sprinklr

Sprinklr is an all-in-one service that helps you with posting, approval of content and reporting. Sprinklr has a suite of products, including Experience Cloud for Social Media Management that helps large companies serve their audience across more than 25 social media channels. This software helps large enterprises collaborate effectively and engage their customers.

Cost: The service is for large enterprise teams. Request a free demo here. Price not listed on their website.

7. Oktopost

Oktopost is a social media management platform for B2B marketers. This tool helps them generate leads and create business value from social media. This software has all the tools most B2B marketers would want, ranging from publishing and analytics to advocacy.

Cost: Price is determined by your company’s organization structure (number of marketing teams), user seats, social advocates and social profile.

8. Spredfast

Spredfast is a social media tool geared for some of the world’s largest companies. Their clients include 3M, LinkedIn and Johnson & Johnson. This software helps large enterprises manage their social media channels and engagement.

Cost: This service is for large enterprise teams. Request a free demo here. Price not listed on their website.

9. CoSchedule

CoSchedule is a social media management tool that will help your company manage and collaborate with your team. With this software, you can create social media posts, content, events and tasks. CoSchedule is great for marketers who want to organize projects in one repository. You can put social media, content, events, and emails in one place.

Cost: It ranges from $30 up to $1,600 per month (with a 14-day free trial).

10. Agora Pulse

Agora Pulse is an all-in-one social media platform that can help your company with social media scheduling, engagement and reporting. It has features such as competitor analysis and Facebook contest applications.

Cost: It ranges from $49 up to $299 per month (with a 15-day free trial).

Is your favorite social media management tool on this list? If not, please comment below with your favorite software.

Matthew Royse is the regional marketing director for Freudenberg IT, a global IT solutions provider. A version of this article originally appeared on his Knowledge Enthusiast blog.

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5 Responses to “10 most effective social media tools for PR pros”

    Joshua David Olin says:

    Finding the most effective social media tools is so important because it helps you find the best ways to spread the messages you need to share. It also helps you not waste times on less effective platforms where less people can access the information. This blog is very helpful and relevant to the PR life we live in today.

    Lauren Gross says:

    Matthew, thank you for this great content. I did not realize all of the social media management applications that are available to organizations. I find that these tools are especially helpful when business is busy and social media takes a backseat. It is crazy that over 800 businesses of the Fortune 1000 companies use Hootsuite. Thank you again for this blog post; I think more people need to be made aware of these tools!

    Dennis Walters says:

    I got to know more about some effective tools for social media, as we all know presence on social media has become necessary. This article completely packages to understand social media tools.

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