Since 2008, millions have trusted their social media accounts to Hootsuite. When it comes to managing multiple social accounts, monitoring brand or keyword mentions, and analyzing trends, few solutions can match Hootsuite’s combination of functionality and affordability.
However good the Hootsuite app may be, it’s not for everyone. Maybe you hate their points-based reporting system, dislike the discombobulated dashboard display, or perhaps you have an unreasonable fear of owls.
According to our Technology Advisors, buyers consider switching from Hootsuite to another social media management solution for a number of reasons. Some want to track and schedule all social media within their CRM and/or marketing automation platform and don’t use one of the few systems with a pre-built integration in the Hootsuite App Directory. Others may want to integrate their paid and organic campaigns in a single platform, social or otherwise.
For these reasons or any other, we’ve selected this list of six business-focused Hootsuite alternatives. There are a plethora of consumer or “prosumer”-level Hootsuite alternatives for small businesses (like the ones discussed in the articles below), but enterprise-grade platforms are less common.
- Hootsuite vs. Buffer: Comparing Social Media Management Software
- Sprout Social vs. Hootsuite: Comparing Two Social Media Standouts
Top Hootsuite Alternatives for Enterprises
Formerly Gremln, this tool has long led the social media management space in security and regulatory compliance for banks and financial institutions. In 2014, Gremln was endorsed by the New York Bankers Association as the recommended social management platform for all its members, and the company has never looked back.
Like many social management tools, Gremlin Social offers a single dashboard for access to all of your social accounts and posting or scheduling access in the same space. Gremlin Social allows posting to multiple groups and pages and builds employee engagement with approved posts users can share on their own networks. Your content library holds approved messages, branding, and images for easy access as your team schedules out your content.
Approval processes and restricted keywords help keep posters within the bounds of corporate branding and government regulations. Keyword filtering keeps teams from posting restricted messages, and monitoring keeps an eye on what your customers and competitors are posting. These features allow you to stay in compliance while also engaging in the conversation.
Buffer is a popular choice among businesses and individuals for its ease of use and automatic link shortening capabilities. Business pricing is a flat monthly fee rather than per-user cost, which comes as a relief to lots of marketing departments that spread the social duties around. You can also connect up to 150 social accounts, so the tool works great for agencies. Request enterprise plans on a quote basis for building out user accounts or adding more than 150 social accounts.
Buffer’s features include smart scheduling, which finds out when your audience is most active on your social channels and lets you schedule posts.
Use the browser extension to curate content directly from your feeds to position your brand as a thought leader who not only produces content but also reads the landscape. Connect your RSS feed to have direct access to posts and updates within your Buffer app and curate where you schedule your content.
Access your posts and scheduling at every payment level, but only the business plans give you analytics and insights right in the Buffer dashboard.
Oktopost is a social media marketing and management tool aimed primarily at B2B marketers. Founded in 2013, Oktopost positions themselves as “the first solution to establish the ROI of social media, bridging the gap between social media and lead generation.”
Marketing-speak aside, if you are a B2B firm, Oktopost should be at or near the top of your list, simply due to its comprehensive, revenue-focused analytics and robust LinkedIn integration.
The simplest comparison of Oktopost and Hootsuite? Hootsuite was initially designed to help businesses manage multiple Twitter accounts and handle the day-to-day scheduling. Other functions and social networks were added as the need became apparent, but what Hootsuite is to Twitter, Oktopost is to LinkedIn. It’s purpose-built for B2B firms who source leads from LinkedIn, allowing you to track not only the results from profiles, company, and showcase pages that you own, but also pages or profiles owned by your employees, thanks to the built-in employee advocacy tools.
With its focus on B2B, Oktopost can, of course, schedule updates for LinkedIn profiles and company or showcase pages, but it also manages publishing to Facebook profiles and company or group pages, Twitter handles, and Google+ business pages. Linking profiles to your Oktopost account is quick and easy — see their knowledge base entry here.
Like Hootsuite, Oktopost offers the ability to monitor brand or keyword mentions across platforms via their “Streams” interface, but it also allows you to track replies to your posts or comments, sending them to the “Social Inbox,” where you can craft your response directly within Oktopost. You can also monitor mentions of terms within LinkedIn groups of which you’re a member, allowing you to easily engage when and where appropriate.
Oktopost offers unlimited reports (unlike Hootsuite’s points system) and pre-built integrations with Marketo, Pardot, Eloqua, Act-On, and many other sales/marketing platforms. Using the built-in analytics features, you can track both destination conversions (when a user reaches a particular webpage) and event conversions (when a user conducts a specified action, such as watching a video).
If you’re looking for Hootsuite alternatives because you want to build a single-platform marketing solution, the Salesforce Marketing Cloud should be one of the first options you consider. If you’re already using Salesforce CRM and/or Pardot, then it’s likely the only option you should consider.
With cross-channel functionality including mobile, email, social, retargeting, and much more, Salesforce’s Marketing Cloud is the system-of-record for some of the world’s most respected brands.
Offered in four main editions — Email/Mobile/Web Marketing, Social Media Marketing, Advertising, and B2B Marketing Automation — Marketing Cloud has a solution for almost every use case. For the purposes of this article, we’ll focus on the Social Media Marketing edition, since it compares most favorably with Hootsuite.
Salesforce Marketing Cloud allows you to schedule posts across multiple networks, including LinkedIn profiles and company pages, Twitter, Facebook profiles, pages, and groups, Google+ pages, Pinterest boards, Instagram, and YouTube. You can easily build and apply publishing macros, helping automate repetitive tasks, delegate posts to other users, and even access an audit trail for engagement, which helps you paint a more accurate picture of how a particular post performs based on specific user interactions.
Salesforce Marketing Cloud is tightly integrated with other Salesforce products, including Service Cloud, Pardot, and Salesforce CRM, but it also offers some of the best two-way integration with social networks available, including the ability to like, favorite, quote, retweet, or share social posts on various networks from directly within the platform, follow/unfollow users, and track private messages sent via Facebook or Twitter.
Founded in 2008, Spredfast is trusted by some of the world’s largest companies to simplify and amplify their social media marketing. The company enjoys preferred/strategic partner status with all the major social networks, including Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, Google+ — even Tumblr, Foursquare, SlideShare, and others.
Spredfast is offered in four editions: Conversations, Experiences, Intelligence, and Promotions. This segmentation has both positives and negatives. If you’re looking to use Spredfast as a comprehensive digital marketing platform, you’ll need to purchase all four products. However, if you’re like most businesses and already use one or more marketing software tools, you won’t have to purchase a redundant product. This is especially true thanks to the open nature of the Spredfast platform; they offer pre-built integration with a wide variety of platforms and/or services, including CRMs, link shortening, web analytics, and others. See the full list here.
You’ll find features for scheduling and monitoring in all four versions of Spredfast, which makes it somewhat confusing to choose between them. That said, the Conversations product seems to include the most functionality. With Conversations, you can schedule and publish posts to all the major social networks (including LinkedIn company pages), respond to incoming social conversations, or monitor basic sentiment and brand mentions on major networks.
Spredfast Promotions adds scheduling and monitoring of promotional campaigns and offers a drag-and-drop design tool for creating digital assets and capturing form entries. Spredfast Experiences helps with content aggregation/curation, and Spredfast Intelligence helps with analytics — real-time data on audience trends, campaign conversions, and a universal search tool.
Spredfast can be expensive, depending on the number of seats you purchase and which version(s) you select. But, as you can see, it’s no slouch for features.
Sprinklr, founded in 2009, positions itself as “the most complete enterprise social media management technology in the world.” Hyperbole aside, it’s trusted by more than 1,000 of the world’s largest consumer brands to manage or track all parts of the customer experience. With over 20 social channels and more than 85 languages supported, Sprinklr is the first choice for many globally-focused businesses.
Unlike the previous products discussed, Sprinklr offers a main “Social Experience Core,” which includes basic functionality for content and campaign management, planning, and publishing, audience segmentation and engagement tracking, approvals and policy management, reporting, and even an easy-to-use mobile application that helps you manage your campaigns when you’re away from the office.
The Social Experience Core can be customized by adding one or more “premium modules,” including:
- Apps: third-party integrations
- Listening: mention tracking and sentiment analysis
- Advertising: automation and optimization of your paid advertising
- Social Data Visualization: quick and easy display of social engagement data or user-generated content
- Content Marketing: creation and curation of campaigns across channels
- Benchmarking: competitive intelligence and industry-level engagement tracking
- Community: customer support and feedback
- Audience: first/third-party data federation and automated customer/prospect segmentation
Sprinklr offers even more pre-built integrations than Spredfast, including email marketing solutions like MailChimp, marketing automation platforms, link shortening services, e-commerce solutions like Magento, content providers such as Giphy and Getty Images, CRMs, web analytics systems, and many others. Check the full list here to see if they offer integrations with your existing systems.
Sprinklr’s pricing, as with the majority of enterprise-grade software, is highly variable; though it is offered on a per-user/monthly basis
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If you’re looking for a social media marketing solution that surpasses Hootsuite, these six options above are a good place to start. To see more options, check out our Social Media Marketing Product Selection Tool, or talk to one of our unbiased Technology Advisors for a free consultation based on your requirements.
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