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19 tools for social media management and cross posting

Overview & comparison

Overview and comparison of social media management and cross-posting tools

Social media marketing is now an important online marketing measure in corporate communication. The growing number of different networks with equally different users place high demands on communication. To provide each network separately and individually with current content is a challenge in terms of time and resources, especially since there should still be time for personal dialogue with the followers. The use of social media management tools and cross-posting tools is therefore becoming increasingly important. There are numerous apps, tools, and plugins for social media marketing. But which one is the right one?


A specialist article by Melanie Tamblé
in cooperation with Markus Mattscheck


Overview of the content

Social Media Management Tools - But What For?

Few companies have their own social media teams or social media managers. Most of the social media activities are carried out by the marketing department. It is not surprising that there is often not enough time for tailor-made social media communication in addition to daily tasks. There are numerous good, time-saving and useful social media tools that can support you in your daily work on your own blog, on Facebook, Twitter, YouTube & Co.

  • Follow and unfollow
  • Schedule posts
  • Publishing posts on multiple networks and profiles
  • Manage social media accounts
  • Social media monitoring
  • Collaborative work (working in a team)
  • Etc.

Automation - the eternal pros and cons

Tools such as Blog2Social, CM-Gateway, Hootsuite, Buffer allow Publish social media posts automatically and time-controlled in the various networks. Proponents are excited about this Time saving, Opponents of automation fear that they will annoy followers on different networks with the same posts over and over again. But on closer inspection, this fear is unfounded, because fans and followers are never on different networks at the same time. The chance of being noticed in the steady stream of millions of messages is much lower than the probability of being found several times with the same post. The disadvantage most automation tools tend to be in the lack of customization options for the contributions and to the Special features of the individual networks. Each network offers different options for the design of the posts, be it in terms of text length, image size or optimizing the texts with hashtags or handles.


The advantages of customization are obvious. It is better to write the posts synchronously and to be able to adjust the specifics of the respective platform individually. This makes it possible to adapt the posts to each network, the respective possibilities and to the respective target group and still automate the distribution process.

Post on multiple accounts? - No problem with cross-posting tools

One content - several social media profiles - various accounts in the various networks. The manual publication of the social media profiles in the different social networks on different accounts takes a lot of time - time that can be effectively saved by using cross-posting tools. With tools such as Blog2Social, Hootsuite or Buffer, blog posts can be sent to the various social media profiles on Facebook, Twitter and Co. with one click. In this way, the various accounts can be operated at the same time or at different times using the cross-posting tools. This feature is ideal for social media managers, bloggers, self-employed or SMEs to make their social media management effective.

Social media management to go with mobile apps

Social media management tools such as Hootsuite, Buffer or Sproud Social offer the user the opportunity to operate the various accounts on Facebook, Twitter and Co. while on the go. This means that social media posts can also be managed flexibly outside of the office. Using apps for the smartphone, social media posts can be published simultaneously in several social media channels or planned for later publication. A report on the posts sent can also be created using the app.

Which tools are suitable for whom?

The different social media tools support different tasks. Editorial planning is ideal for comprehensive planning of content strategies. Who has to do what, when and when what content is published where. Sounds comprehensive, and it is. Here is an overview of free editorial plans for download. Content marketing tools like Scompler are used to organize editorial teams. Social media managers who mainly do social media monitoring can work well with Hoosuite or use the many free social media monitoring tools. By arranging different streams next to each other, the processes in the respective accounts can be monitored at a glance. Bloggers who want to plan their blog posts on Facebook, Twitter, Google+ & Co. in WordPress can do so with plugins such as Social Media Auto Publish, Social Integration or Blog2Social. With the Wordpress plugin Blog2Social, the networks can be adapted directly from the blog via a dashboard and individualized and scheduled for each network. So there are numerous social media tools that have different functions, focuses and strengths and are accordingly suitable for certain tasks. Most tools have a free and a paid version with advanced features.

Comparison overview: social media management tools and cross-posting tools

(Status of offers, reviews, prices and networks is April 2016)

buffer

  • Social media management tool and app for posting, scheduling of posts, sending of pictures and videos possible, own graphic design with Pablo.
  • Facebook, Twitter, Pinterest, Linkedin and Google+
  • Browser plug-in: Firefox, Chrome, Safari
  • Limited version: free, extended version: from $ 9.99 / month
  • to the website
  • to the WordPress plugin (over 4,000 active installations | 8 ratings | 3.6 out of 5 stars)
  • to the Android app (19,916 ratings | 4.3 of 5 stars)
  • to the iOS app (154 ratings | 4.5 of 5 stars)

Hootsuite

  • Social media management tool and app for the automated publication, monitoring and administration of up to 35 social networks, planning messages, analyzing activities, creating teams, RSS, scheduling contributions, suggesting content, interacting with a suitable target group .
  • Twitter, Facebook, Google+, Linkedin, YouTube, Instagram, Pinterest and more
  • Browser plug-in: Firefox, Chrome, Internet Explorer, Safari
  • Limited version: free of charge, extended version: from € 7.99 / month
  • to the website
  • to the WordPress plugin (over 4,000 active installations | 2 ratings | 1.8 out of 5 stars)
  • to the Android app (74,419 ratings | 4.1 out of 5 stars)
  • to the iOS app (3,494 ratings | 4.5 of 5 stars)

everypost

  • Social media platform, social media management, scheduling of posts, content curation, analysis, team function.
  • Facebook, Twitter, Google+, Flickr, Tumblr
  • Limited version: Pay with a Tweet, extended version: from $ 9.99 / month
  • to the website
  • to the Android app (4,049 ratings | 4.0 out of 5 stars)
  • to the iOS app (674 ratings | 4.5 of 5 stars)

Sprout Social

  • Software for social media management and engagement, social media marketing, analysis, scheduling of posts, sending of graphics, adding tags, scheduling of posts.
  • Twitter, Facebook, Linkedin, Instagram and Google+
  • Browser plug-in: Chrome
  • from $ 59 / month, free trial possible
  • to the website
  • to the Android app (536 ratings | 3.8 of 5 stars)
  • to the iOS app (157 ratings | 4 of 5 stars)

Zoho

  • Social media marketing tool, dashboard application, app and browser plug-in, scheduling of posts, managing social networks, team function, real-time analysis.
  • Twitter, Facebook, LinkedIn, Google+
  • Browser plug-in: Firefox, Chrome
  • Limited version: free, extended version: $ 10 / month
  • to the website
  • to the Android app (34 ratings | 3.6 of 5 stars)
  • to the iOS app (157 ratings | 4 of 5 stars)

Socioboard

  • Social media lead generation tool and app, analysis of followers, team function, scheduling of posts, management of social media accounts, reporting, monitoring.
  • Twitter, Facebook, Tumblr, Pinterest, Google+
  • Limited version: free, extended version: $ 4.99 / month
  • The app is free
  • to the website
  • to the Android app (17 ratings | 4.2 of 5 stars)

Socialpilot

  • Social media marketing tool, scheduling of posts, team function, hashtags, linking to your own eCommerce store to post your products, RSS.
  • Facebook, Twitter, LinkedIn, Pinterest, Instagram, Tumblr and Xing
  • Browser plug-in: Chrome
  • Limited version: Pay with a Tweet, extended version: from $ 9.99 / month
  • The app is free
  • to the website
  • to the Android app (65 ratings | 4.2 of 5 stars)
  • to the iOS app (no ratings yet)

Blog2Social

  • WordPress plug-in for automated cross-posting of blog posts in social media directly from the WordPress backend, scheduling of posts per network, individual design of posts per network with comments, handles, tags and hashtags in the dashboard, targeted selection of the posted image, posts on profiles, pages and in groups, team functions, multi-profiles.
  • Twitter, Facebook, Google+, Linkedin, Xing, Instagram, Pinterest, Tumblr, Flickr, Medium and Diigo
  • Limited version: free of charge, extended version: from € 49.00 / year
  • to the WordPress plugin (over 2,000 active installations | 12 ratings | 3.8 out of 5 stars)

CM gateway

  • Social media tool for the automated publication of posts, links, RSS feeds, images and documents, individual design of the posts per network with comments, handles, tags and hashtags, images are sent in the optimal size for the network.
  • Twitter, Facebook, Linkedin, Tumblr, Xing, Pinterest, Flickr, Google+, Google Drive, Slideshare, Scribd, Whitepapercentral and DivShare.
  • free
  • to the website

Friends + Me

  • Social media management tool and cross-posting tool, scheduling of posts, team function, cross-promotion. Automatic rules for repost routing using hashtags.
  • Google+, Twitter, Facebook, Pinterest, Linkedin and Tumblr
  • Browser plug-in: Firefox, Chrome, Safari
  • Limited version: free, extended version: from $ 9 / month
  • to the website

IFTTT

  • “If this than that”, linking different apps (e.g. weather - e-mail with weather forecast), creating different rules, works well with Twitter, Facebook, Tumblr, WordPress, Linkedin and Pinterest, among others
  • Twitter, Facebook, Tumblr, WordPress, Linkedin and Pinterest
  • free
  • to the website

Klout

  • Social media analysis tool, based on the analysis of social networks (likes, retweets, followers, etc.) creates a rating (Kloud Score) of users, "measuring the online influence", content curation with time planning.
  • Facebook, Twitter
  • free
  • to the website

Kuku.io

  • Social media management tool and browser plug-in, hashtags handles, graphics, scheduling of posts, creation of different channels for different networks and / or target groups, analysis
  • Twitter, Facebook, Tumblr, Pinterest, Google+, Linkedin, Telegram messenger
  • Browser plug-in: Chrome
  • Limited version: free, extended version: $ 9.99 / month
  • to the website

Multipost

  • Social media app for collective posts to Google+, Twitter and other social networks installed on the mobile phone, sharing pictures and videos
  • Facebook, Tumblr, Google+, LinkedIn, Twitter
  • € 0.75 per post (in-app purchases)
  • to the Android app (196 ratings | 4.0 out of 5 stars)

Postcard

  • Cross-posting and social media management app, targeted posts and interactions between different social media accounts.
  • Twitter, Facebook, Linkedin and Tumblr
  • The app is free, with in-app purchases starting at $ 0.99
  • to the iOS app (34 ratings | 3.5 out of 5 stars)

Rapido

  • Cross posting app
  • Facebook, Twitter, Google+
  • free
  • to the Android app (124 ratings | 4.0 out of 5 stars)

scompler

  • Content marketing tool, plan topics, manage assets for posts, control content production, post in social networks, analysis, team function.
  • Facebook, Twitter, YouTube, Google+, Xing and Pinterest
  • Single user account: free, team account: € 49 / month
  • to the website

Social integration

  • WordPress plugin for automated cross-posting of blog posts in social media directly from the WordPress backend.
  • Twitter, Facebook, Google+
  • free
  • to the WordPress plugin (over 80 active installations | 2 ratings | 5.0 out of 5 stars)

Social Media Auto Publish

  • WordPress plugin for automated cross-posting of blog posts in social media directly from the WordPress backend.
  • Twitter, Facebook, Linkedin.
  • free
  • to the WordPress plugin (over 10,000 active installations | 98 ratings | 4.4 out of 5 stars)

Case study: Crossposting with Buffer

Anyone who uses or manages multiple social media channels can use social media management tools and cross-posting tools. A post is written here and then published on selected social media profiles or pages. Well-known tools are Buffer and Hootsuite.


Buffer has integrated the following networks, profiles, groups and pages:

  • Twitter
  • Facebook (Profiles, Pages, Groups)
  • Linkedin (Profiles, Pages)
  • Google+ (Pages)
  • Pinterest

Buffer is used via the web account and / or the Buffer app.

 

The times at which posts will be published are determined in advance. For example, daily at 10:15 a.m. and 6:20 p.m. or on Mondays at 8:15 p.m. The frequency, day of the week and time for the publications can be determined individually for each channel. Now the posts are entered. Either one or more social media channels can be selected at the same time. This is how the so-called queues are filled, which are then published according to the specified times. The posts in the queues can be edited until they are published. Immediate publication is of course also possible.

 

A browser plug-in for Google Chrome, Safari and Mozilla Firefox makes it easy to share links.

The posts can be shared instantly, published at a specific time, or queued so that the post is published at the preset times.

Case study: Cross-posting of blog posts with the WordPress plug-in Blog2Social

To make a blog known, social media is an indispensable communication channel. Publishing the blog article on Facebook, Twitter, Google+ and Co. increases the reach and the blog generates more readers. Automation supports the distribution process and leaves more time for individual dialog. With the WordPress plugin Blog2Social, blog posts can be automated and still published individually and with a time delay in the various social media channels.

 

The following networks, profiles, groups and pages are integrated into Blog2Social:

  • Twitter
  • Facebook (Profiles, Pages)
  • Google+ (Profiles, Pages, Groups)
  • Linkedin (Profiles, Pages)
  • Xing (Profiles, Pages, Groups)
  • Flickr
  • Pinterest
  • Instagram
  • Tumblr
  • medium
  • diigo

Both current and already published articles can be shared and reposted via the article overview.
 
The text boxes for all social media are listed one below the other on the Blog2Social dashboard. Here, the contributions can optionally be adapted for the respective networks. A counter shows how many characters the post may contain and how many are currently still available. Individual comments can be added or the postings can be provided with #hashtags or @Handles, depending on the network. In some networks it is possible to post the entire article, in others only a teaser is written. The link to the blog post will be added automatically.

Each posting can either be sent out immediately or scheduled for the postponed posting. Since the interaction times on the different networks are quite different, a time-delayed publication on the different networks can be useful in order to generate more visibility and interaction. The calendar function can be used to determine on which day and at what time the post should be posted.


Every posting also includes a picture. The user can choose between all the graphics used in the article. The plugin automatically adjusts the selected image to the optimal size for the respective networks.


The particular advantage over other tools is that the user has full control over the design of the automated posts, which is not possible with most other tools.

Case study: Using rules to create re-postings with IFTTT or Friends + Me

Everyone has their favorite network, in which they feel comfortable and with which they work the most. But often there are also other social media profiles that are maintained. If you want to share the same posts in different profiles or pages, you can use tools for re-posting. Such re-posting rules can be set up with IFTTT and Friends + Me.


Friends + Me uses hashtags for this. The rules specify the hashtag for which an automatic re-post is published in a desired profile.


So-called recipes are created at IFTTT. These simply work with if-then rules. For example, if a new post has been published on the Facebook page, the post should be published on the Twitter channel. Hashtags can also serve as filters with IFTTT.


 
Or when a new article appears in the WordPress blog, it should be shared on a specific social media channel. Created recipes can be shared with other users. The result is a huge “recipe book” in which the most varied of rules can make life easier.

Find the right social media management tools

There are many more examples of how social media management tools and cross-posting tools can be used sensibly. The requirements and wishes of the individual users are correspondingly different. In order to find out for yourself which tool makes sense for your own purposes, it is best to try out a few free versions and play around with them a little. It quickly becomes apparent whether the tool brings the desired benefit or not. It is also important to pay attention to how the postings are then presented in the channels. The result doesn't always look as good as a post created directly on the social media platforms.


Once you have found one or more tools, you often come up against the limits of the free versions. Now you have to find out how much time the tool saves you or does things that you cannot do yourself. If this is compared with your own hourly wage, it quickly becomes apparent whether and how useful it is to use paid tools.

Conclusion

Social media tools, plugins and apps are worthwhile for automating standard manual processes and thus creating more time for the really important tasks in social media management! Once you have filtered out which tools are best suited for the respective task area, they prove to be true helpers after a short time. The amount of time and effort that can be reduced in this way can make the everyday life of any social media manager a lot easier. It is only important to know exactly which support is particularly important in which area: analysis, editorial planning, monitoring, team function, blog posts, etc. The different tools are not mutually exclusive, but complement each other, because they provide for the different tasks the right support in each case.

about the author

Melanie Tamblé is the managing director of ADENION GmbH and an expert in PR, online marketing and social media. ADENION GmbH's online services support companies and agencies in their daily communication work in digital media.