The Pros and Cons of Using a Social Media Management Platform

02 May 2017

The Pros and Cons of Using a Social Media Management Platform

Having a social media presence means that a company must post meaningful content on a regular basis and engaging with its followers. That’s a lot of work, in fact it can literally be a full-time job.

It’s therefore completely understandable that companies look for tools to help them automate at least aspects of this job. It’s also natural for companies to be wary about using such tools since they may feel uncomfortable about handing any meaningful degree of control over their social media to an automated system. Before we go on to look at the advantages of these platforms, let’s take a look at some of their drawbacks and what they mean in real terms.

Drawbacks of Social Media Management Platforms

1. Most of these platforms operate on a “freemium” basis, which means that unless you can make do with the most basic feature set, you need to set aside budget for them. This issue essentially boils down to doing your sums, i.e. is a machine more economical than a human?

2. You’ll probably find that you’re always a bit behind the social-media curve.

The social media platforms are all in competition with each other and hence are always eager to develop new features and spin-offs; if a feature is a success at one site, it’s very likely that other sites will develop their own takes on it.

Social media platforms generally do their best to incorporate new features as soon as possible, but usually need a bit of time to do so.

3. There are all kinds of tools and one size rarely fits all

Every vendor will tell you that they have “the best” tool but each tool has its own strengths. Hence, implementing maximum automation may mean implementing several tools, with the costs associated with that.

The Advantages of Social Media Management Platforms

1. Automation can simplify complex and/or repetitive tasks.

The headline benefits of social media management basically all boil down to variations on this theme. Possibly the single, biggest benefit available to those who use automated systems is the option to automate the posting of content. First of all, this ensures that content actually does get posted and, secondly, it ensures that time-sensitive content is posted when it needs to be and/or that you can repost the same content to help it to gain maximum visibility across time zones without annoying people who have already seen it.

2. Social media management is undertaken from one place

Instead of having to access multiple accounts, you can use one dashboard. Likewise, all your data, including your analytical data, is kept together. You may find that your tool extends the analytical capabilities offered by the various platforms, for example by offering further segmentation and/or the ability to export reports/content calendars to Excel.