The Mention Blog

4 Types of Social Media Management Tools to Power Your Strategy

All-in-one is an awesome thing. Who has time to go to 6 different stores when you can run all your errands in a big box store?

And the same goes for social media tools. All-in-one social suites make it incredibly easy to manage your company’s social media in one place. But is it always the best option for your team?

But while social media suites do a lot of things and do them all well, sometimes the solution you need is more specialized. Every social tool has one thing they do best.

For example, monitoring/listening is “our thing.” Mention does a lot, but monitoring is our main focus. And because we can dedicate a lot of time to that, our monitoring features will be better than a tool with a completely different focus. Because that’s not their thing.

We can’t all be perfect at everything. But that doesn’t mean users should settle.

All-in-one suites aren’t for everyone. Some of us would rather use the best tool for each specific task, even if that means logging into a few more platforms or taking a few extra minutes.

It’s all a matter of preference.

And for multifaceted marketing teams, where a different team member is performing each task, the convenience of a social media suite is a little less important, so you can get really specific. You can make sure that each team member has the best tool possible for what they’re doing.

Let’s go down the list of some social media marketing tactics you’re probably already doing, and the tools you need to rock at them.

Want to know which social media tools you need to turn followers into customers? Download our free ebook to find out.

Plan your social media content calendar

I love a good plan, and hate going without one. It gives me hives. And when it comes to your company’s content, you should love a good plan, too.

Your social media strategy probably lays stuff out like who your social audience is, what they’re interested in, and how you’ll tap into that. It’ll talk about the types of content you’re going to post and how you’re going to post it.

But that’s just a start. You still need an actual roadmap.

If you want to be able to see a clean summary of your brand’s social media, you need an editorial calendar.

Use a social media editorial calendar to:

And of course, that’s a partial list. What you can do with an editorial calendar is only dictated by how you set it up. Some popular options for creating a social content calendar include:

Schedule posts to be published

So you’ve planned out that next Tuesday you’ll be sharing two posts about your holiday campaign, a photo one of your customers submitted, and your latest blog post. Now it’s time to set it all up to go out.

There’s a lot of debate about how much of your social media you can get away with scheduling ahead of time. But I think we can all agree that if you’re company is doing things right on social, then there’s simply too much to do it all real-time. You’d spend your whole life clicking the “publish” button.

Plus, you know something would fall through the cracks or wouldn’t go as planned. So save yourself the trouble and make sure you’re posting a mix of engaging scheduled and real-time posts.

What to schedule? A few ideas:

As for how to get it done? We’ll help you there, too. I’m nice like that.

Engage in relevant social conversations

Up until this point, we’ve been talking about social media output – planning and publishing content. But what really makes social different from other marketing channels is how easily you can talk directly to your audience and join their conversations.

You can talk directly to your customers, potential customers, and VIPs in your community. It’s great for building relationships, and it’s just silly not to take advantage of that by looking for opportunities to make a new social friend.

By using a social listening tool, you can:

You can do all of this in Mention. There are other monitoring tools out there, of course, but like I said before, it’s kinda “our thing.” 🙂

Measure and report on your performance

Finally, the last step. You’ve spent all this time executing your social media strategy. Now you need to figure out how it moved the needle.

Are you better off posting once per day or five times? Which of your blog posts perform best on LinkedIn vs. Pinterest? Did your latest announcement garner a lot of news coverage? Is your new strategy increasing your Facebook reach?

Those are all questions you need to be able to answer. Both so you can report back to your bosses, and so you can improve your own marketing.

Here’s how you can collect your data and start analyzing:

Separate it and bring it all together

If you’re not familiar with any of the above tools yet, take a look at a few. As you can see, they focus on one thing and they make sure they do that one thing really, really, ridiculously well. They go Zoolander on it.

So while there are definitely advantages to the convenience of an all-in-one suite, you can see that using different management tools has its advantages.

Do you prefer specialized tools or using an all-in-one suite? Share your preference in the comments!