Jordan Confer
Posted by Jordan ConferNovember 3, 2022 6:00 AM

Creating content, drafting captions, analyzing results, responding to consumers, running and monitoring advertisements… the list of day-to-day tasks for social media marketers could go on and on. Needless to say, when we find a tool or resource that can save us time and improve the results we’re getting for our clients, we jump all over it! We’re sharing our review of some of the top social media scheduling and reporting tools we use at DMA to help you create efficiencies and improve your overall results. 

Our Review Of The Top Social Media Scheduling & Reporting Tools 

Gain 

Gain is DMA’s longest-running social media software! This platform allows you to draft content, set up an approval process, and automatically schedule posts within the software so you don’t have to manually publish each post. 

Pros:

      • The most affordable option we’ve worked with
      • Super user-friendly (for both the content drafter and approver)
      • You can set up as many approval processes as needed and schedule as far out in advance as you'd like 
      • Ability to auto-publish  
      • Gain is constantly making new updates to improve its functionality. For example, Gain just added a reporting feature that was not available previously. 

Cons: 

      • Because Gain isn't connected with Facebook's Ad Manager, the reporting feature is extremely limited. The results you'll see won't include any paid analytics. And, if you're running regular social media ads, you know that without the paid results you won't be seeing the full picture from your efforts. 
      • Gain is primarily a scheduling platform, so there aren’t any “bonus” features like listening or responding capabilities that other platforms have. 

(Gain)

 

(Gain)

Meltwater

You may have read about Meltwater in some of our public relations Core posts. That’s because Meltwater isn’t just a social media platform. In fact, Meltwater refers to itself as an “all-in-one media intelligence platform.” With Meltwater, you can explore social media listening, publishing, and scheduling along with media monitoring, consumer and audience insights, influencer management, and more. 

Pros: 

      • Many companies use this platform for news monitoring, so it can be cost-effective to have your social media management tool within the same platform
      • You can set up as many approval processes as needed and schedule as far out in advance as you'd like 
      • Ability to auto-publish 
      • You can gauge overall sentiment toward your brand and analyze the conversations surrounding it through the “listening” capability 

Cons: 

      • Meltwater isn't the most affordable option overall, especially if you're planning to only use it for social media purposes 
      • In our opinion, this platform is not as user-friendly as some of the others we’ve used and we’ve experienced numerous glitches that interfere with our content, approval process, and analytics
      • The analytics don’t clearly separate the paid results from the organic results
      • The reporting section doesn’t give you the full number of engagements, impressions, etc. For example, if you received 546,734 Facebook impressions, Meltwater will show that you received 547k.

(Meltwater)

(Meltwater)

 

Sprout Social

And last but not least, our favorite and most recommend platform is Sprout Social. Our pros and cons list may seem a little biased but it’s only because we’ve seen such a benefit - not only for our internal social media team but for our clients and their brand’s overall analytics as a result of implementing this software a few years ago. If you’re looking for bonus features and can afford the higher price tag… this one is for you! 

Pros: 

      • User-friendly (for both the content drafter and approver) 
      • Constantly evolving and adding new features based directly on feedback from users and other agencies 
      • You can set up as many approval processes as needed and schedule as far out in advance as you'd like 
      • Ability to auto-publish 
      • You can respond and engage with consumers from every single social media platform all without having to leave Sprout (we’ve noticed this helps us avoid missing any comment or question that comes through, as going through each individual platform's notifications can get overwhelming and becomes easy for things to get lost).
      • You can gauge overall sentiment toward your brand and analyze the conversations surrounding it through the “listening” capability 
      • Sprout has an “optimal send time” that will push your post live at the most optimal time based specifically on your audience, not industry standards

Cons: 

      • Not the most affordable option 
      • While Sprout has incredibly detailed and accurate reporting, it can still be a challenge to calculate the exact total number of engagements. However, it is important to note that this has been the case for all reporting tools we've looked at due to the different social APIs and restrictions. We have found the below to be true and are sure to keep this in mind while analyzing reports:
        • In the reporting section, Sprout accounts for total engagements (organic and paid) for all platforms aside from Instagram. In order to combat this, we add the paid Instagram results to the organic number to have an overall understanding of engagements generated on Instagram.
        • Facebook does include both paid and organic results in the reporting tool, however, you will likely see a much larger number when you look at the Facebook paid engagement section. Why is this? Well, the organic and paid results that are calculated in the Facebook section are the engagement that happens on the actual Facebook page (including boosted posts), while the paid results calculated are results from ads run on Facebook only through the ads manager (for example, your community growth ad, or a website traffic ad).

 

(Sprout Social)

(Sprout Social)

Are you currently using a social media platform or are you trying to tackle everything solo? If you're in need of some help, give us a call! We'd love to talk about social media with you and discuss which of these platforms might be the best fit for you and your brand. 

 

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Topics: Social Media, Marketing Trends, Tools, & Insights, 2022

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