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Selecting a Social Media Management (SMM) Tool | Brandwatch

Social Media

Navigating the Complex World of Social Media Management Tools

The market is flooded with social media management (SMM) tools, each boasting a unique set of features. This makes the buying process inherently complex, and simply searching for “the best SMM tool” may not yield results that align with your organization’s specific needs.

To assist you in finding the right SMM tool, we’ve simplified the process into three straightforward steps:

  1. Determine Your SMM Needs
  2. Understand an SMM Tool’s Capabilities
  3. Compare Vendors

These steps aim to streamline the buying process and help you become a more informed consumer. Ready to begin? Let’s start from the top.

The Evolution of Social Media

Since the early 2000s, the growth of social media has been explosive. While individual platforms have come and gone, social networking continues to thrive, with an active global population of 4.7 billion people.

The audience size has grown, and marketers’ understanding of social media’s strategic importance has expanded. Companies of all sizes use social media to attract potential customers, monitor brand mentions, and more. As its role in marketing grows, many organizations turn to SMM tools to execute their strategies effectively.

What is an SMM Tool?

SMM tools have evolved from simple applications into comprehensive suites designed to assist busy social media managers.

Definition: A social media management (SMM) tool is a software application that allows businesses to manage, monitor, and analyze information related to one or more social media accounts across various platforms from a single interface.

Key Functions:

  • Manage multiple social media accounts
  • Draft, schedule, and post content
  • Respond to messages and comments
  • Measure and monitor performance
  • Utilize social listening to understand brand discussions

However, an SMM tool isn’t a magic solution. While it can provide actionable insights and streamline collaboration, it won’t directly increase your follower base or engagement. But with the right insights and strategy, it can help you achieve those goals.

Step 1: Determining Your SMM Needs

Evaluating SMM tools can be challenging, especially since many offer similar functionalities. The first step is to identify your organization’s specific needs and challenges. This preparation will make vendor conversations more productive.

Questions to Consider:

  • Do you need an SMM tool? If managing multiple social media channels and posts is overwhelming, an SMM tool is likely overdue.
  • Why do you need an SMM tool? Identify specific pain points, such as collaboration issues or time-consuming manual processes.
  • Which networks are critical to your strategy? Identify the platforms you currently use and those you plan to use.
  • How many channels and accounts do you manage? Take stock of all pages or profiles your business uses.
  • How many people will use the SMM tool? Consider how many team members need access.
  • What do you hope to achieve with an SMM tool? Define the benefits or outputs you expect, such as improved response times or better monitoring.
  • What is your budget? Think about your marketing budget over the next 6-12 months.
  • Who should be on your buying committee? Involve stakeholders from various departments early in the process.
  • Are you planning for the future? Consider the partnership programs that different SMM tools have with major social networks.

Benefits of SMM Tools

As the social media landscape becomes more complex, SMM tools offer several key benefits:

  • Save Time: Increase efficiency by eliminating repetitive tasks.
  • Maintain Overview: Collect all comments, messages, and interactions in one customizable inbox.
  • Monitor Keywords and Hashtags: Track relevant keywords and mentions, even without specific tags.
  • Measure Performance: Make data-driven insights accessible through shareable reports.
  • Promote Collaboration: Use approval flows to ensure efficient workflows and consistent branding.

With these insights, you can now proceed to identify the best SMM tool that supports your marketing objectives.

Ready to take your social media strategy to the next level? Continue reading the full guide to discover the steps, tools, and insights needed to find the perfect Social Media Management (SMM) tool for your organization. Unlock the potential of your social media efforts and stay ahead of the competition.

The Table of Contents of “Selecting a Social Media Management (SMM) Tool” Guide:

  • Introduction
  • The evolution of social media
  • Step 1: Determining your SMM needs
  • Step 2: Understanding SMM tools’ capabilities
  • Step 3: Comparing vendors
  • Looking for a solution that ticks all the boxes?


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