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Social media planning tools – how to save time and increase engagement?

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Social media is now one of the foundations of online marketing . They allow you to present your brand and products to a wide audience, easily reach new customers, and directly connect with existing ones. Therefore, a presence on the largest social media platforms is an absolute necessity in most industries at some stage of a company's development.

However, conducting extensive social media marketing is very demanding. Each social media platform has its own rules – it has a slightly different user profile, emphasizes different elements, and utilizes different technologies, requiring marketers to adapt to the prevailing communication code.

We typically won't post the same content on a TikTok or Twitter profile (or at least not in the same form) as we do on Instagram or LinkedIn. Therefore, when running company profiles on various platforms, we need to generate a lot of diverse, tailored content.

Added to this is the need to use separate applications for each medium, and sometimes even switch between multiple profiles within a single platform—all in real time to respond to customer questions and current events as quickly as possible. It's undeniable that this presents a significant logistical challenge. 

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Social media tools

Platforms come to the rescue thanks to API (Application Programming Interface) integration, which allows you to manage profiles on multiple social networking sites within a single tool.

Thanks to this, using a single "combine", we can – depending on the functionalities offered by a given product – schedule automatic publication of posts, respond to comments, talk to users via private messages, as well as analyze statistics on reach, engagement, and the number of subscribers and generate reports on this.

What are the most popular tools and what exactly do they offer?

Hootsuite

Beyond its basic features, Hootsuite also allows you to set an alert that notifies users of unusual activity on their profiles. As we know, a rapid response helps minimize potential crises.

Hootsuite also allows you to analyze frequently used words in a given situation, allowing you to formulate appropriate messages. Setting the right parameters also allows for advanced post performance analysis in Google Analytics.

The most important information in a nutshell:

  • integration with over 20 social networks – including Facebook, Instagram, LinkedIn, YouTube, Twitter,
  • scheduling post publications,
  • the ability to receive and send private messages on some portals,
  • charts regarding the reach of individual posts, summary charts and the possibility of comparison with competing fan pages,
  • built-in link shortener,
  • possibility of integration with advertising systems,
  • mobile applications for Android and iOS.

Postplanner

Postplanner connects with the most popular portals and allows you to schedule posts using a convenient calendar. Integration with Canva also allows you to easily create graphically friendly content. 

The most important information in a nutshell:

  • integration with 5 social networks: Facebook, Instagram, LinkedIn, Twitter, Pinterest,
  • planning, editing and targeting posts,
  • sorting posts by reach, number of comments or reactions,
  • displaying the most popular posts on a given topic from various platforms as a guide and inspiration,
  • file hosting,
  • the ability to create graphics using Canva,
  • algorithms that assess the potential of a given post.

Loomly

In addition to the publication calendar, Loomly allows you to analyze the effectiveness of your posts, suggests ideas for new posts, and allows the tool to be used by several users.

The most important information in a nutshell:

  • integration: Facebook, Twitter, Instagram, LinkedIn,
  • scheduling posts in the calendar,
  • file hosting,
  • image library for publication,
  • social media advertising management,
  • performance analytics,
  • post ideas generated based on current trends in a given industry,
  • ability to respond to comments.

Later

A content publishing tool focused primarily on Instagram, but also compatible with Facebook, TikTok , and Pinterest.

It is one of the few that allows you to schedule Stories (by sending material to your phone and reminding you to publish it – the Instagram API currently prevents automatic publication of stories).

The most important information in a nutshell:

  • drag&drop calendar,
  • hashtag suggestions,
  • data-driven publication timing suggestions,
  • visual image editor with filters,
  • analysis of the effectiveness of posts.

buffer

Similar to the Later tool above, Buffer also allows you to schedule Instagram Stories by sending content and reminding you to publish it.

Buffer will also highlight any Instagram comments we haven't responded to.

The most important information in a nutshell:

  • integration: Instagram, Facebook, Twitter, Pinterest and LinkedIn,
  • analytical module,
  • mobile application for iOS and Android.

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Planoly

A tool dedicated to Instagram and Pinterest, also working in a limited form with Snapchat, Facebook and Twitter.

In addition to the publication calendar connecting several platforms, Planoly also offers other modules, including a post creator with various functions for visual modification.

The most important information in a nutshell:

  • integration with platforms: Instagram, Pinterest, Facebook, Twitter, Snapchat to varying extents,
  • extensive analytical module,
  • built-in basic post templates,
  • application for iOS and Android.

Postify

A basic post planner for several social networks – in addition to the most popular ones, it also integrates with the Russian platform Vkontakte.

On Facebook, in addition to publishing entries at a specified time, it allows, for example, automatic changes to the cover photo on the fanpage.

The most important information in a nutshell:

  • integration: Facebook, Instagram, LinkedIn, Twitter, Vkontakte,
  • graphics editor,
  • suggestions and inspiration for posts,
  • built-in link shortener (for Twitter and LinkedIn),
  • analytical module.

NapoleonCat

The Social Inbox feature allows you to manage all messages received by your company in a single inbox. NapoleonCat also allows you to manage ads ( Facebook/Instagram ) and Google My Business profiles.

The most important information in a nutshell:

  • integration: Facebook, Instagram, Twitter, LinkedIn, Messenger, YouTube, Google My Business,
  • analytical module,
  • ad moderation (Facebook and Instagram),
  • multiple users – team coordination,
  • reports in PDF.

SkedSocial

A tool that focuses mainly on Instagram support, but in line with the principle “Instagram first does not mean Instagram only” it also works with Facebook, Twitter, Google My Business and LinkedIn.

The most important information in a nutshell:

  • publication calendar,
  • many users,
  • graphics editor,
  • analytical module,
  • Canva integration.

SproutSocial

SproutSocial is a multi-platform social media calendar that also allows you to analyze and compare your statistics with competitive profiles. 

The most important information in a nutshell:

  • integration with Facebook, Instagram, Twitter, LinkedIn platforms, YouTube, Pinterest (post publishing), Reddit, TripAdvisor, Glasdoor (monitoring),
  • analytical module,
  • graphic editor and template library,
  • algorithms suggesting the best time to publish a given post,
  • many users,
  • mobile application.

Constantine

An easy-to-use social media organizer, especially useful for large profiles and teams. It's especially useful for marketing agencies thanks to a module that allows for easy client approval of content.

The most important information in a nutshell:

  • integration with platforms Facebook, Instagram, Twitter, LinkedIn and Pinterest,
  • solutions that facilitate team communication,
  • mobile application,
  • analytical module,
  • advertising management.

Sendible

A tool designed for larger teams and marketing agencies. Monitoring specific keywords can be particularly useful, allowing you to always be where your brand is being mentioned.

The most important information in a nutshell:

  • integration: Facebook, Instagram, Twitter, LinkedIn, Pinterest, Google My Business, as well as a number of blogging platforms (WordPress, Blogger, Tumblr) and messaging platforms (Slack),
  • solutions that facilitate team communication,
  • mobile application,
  • analytical module,
  • advertising management.
Summary

The above article covers the following topics:

  • Effective social media marketing is essential, but it requires a lot of work due to the need to personalize content and the logistics of supporting multiple platforms simultaneously.
  • Social media management platforms are multi-functional command centers that, thanks to API integration, allow you to manage multiple channels from a single level.
  • The choice of social media tool depends on the company's priorities: from powerful analytical systems (Hootsuite, SproutSocial), through creative support and integration with Canva (Postplanner, SkedSocial), to solutions dedicated to agencies and teamwork (Kontentino, NapoleonCat, Sendible).

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