Social media management refers to a set of activities that includes listening and monitoring conversations across all social media networks, engaging with social consumers, and data-based evaluations of these social engagements. With a careful selection of Social Media Management Software, enterprises can efficiently and effectively structure their social media initiatives. Enterprises require listening and monitoring, measurement and analytics, content and asset management, and risk and compliance management solutions to effectively engage customers across their social media channels and gain maximum Return on Investment (RoI).
1. Micromarkets are defined as the further segments and subsegments of the global social media management software market included in the report.
2. Core competencies of the companies have been captured in terms of their key developments, key observations, and key strategies adopted by them to sustain their positions in the social media management software market.


Visionary leaders in social media management software market are the leading market players in terms of new developments such as product launches, innovative technologies, and the adoption of growth strategies. These players have a broad product offering that caters to most of the regions globally. Visionary leaders primarily focus on acquiring the leading market position through their strong financial capabilities and their well-established brand equity.


Dynamic Differentiators in social media management software market are established players with very strong business strategies. However, they have a weaker product portfolio compared to the visionary leaders. They generally focus only on a specific type of technology related to the product.


Innovators in the competitive leadership mapping are vendors that have demonstrated substantial product innovations as compared to their competitors. The companies in social media management software market have focused on product portfolios. However, they do not have very strong growth strategies for their overall business, when compared with the visionary leaders.


Emerging companies in social media management software market have niche product and service offerings. Their business strategies are not as strong as that of the established vendors. The emerging vendors include the new entrants in the market, emerging in terms of product portfolio and geographic reach, and require time to gain significant traction in the market.



Sales and marketing management in the social media management market encompasses various activities that marketers and sales executives take up to directly engage their target audience through social media networks. For example, sales executives can use social media management solutions (such as analytics, and listening and monitoring) to analyze which social media channel generates the most sales lead, what the targeted audience is most interested in, and how the content of their interest is relevant to their enterprise. The social media management solution can further enable sales teams to understand what the targeted audience is doing on the company’s official page on social media network, and their activities on other pages, groups, and forums outside the company’s network. Social media management solutions enable companies to analyze this data, understand customer pain-points, their interests, and enable them to create targeted communications, which deliver more value. Measuring the effectiveness of such efforts and optimizing content to be published on social media (i.e., making sure the content is optimized for different social media networks/platforms with options enabling users to like, share, and repost to their circle) are the other important activities which fall under sales and marketing management.



Customer experience management enables companies to track interactions with their customers at every stage of their relationship with the company. Better customer experience management helps improve customer satisfaction, loyalty, and brand value by meeting the customers’ expectations. Social media management solutions prove to be an asset, enabling companies to improve their customer experience with a comprehensive analysis of customers’ conversations over social media networks. The data collected through social media channels can be used to improve and optimize customer service initiatives of the organization. Furthermore, customer service teams can utilize social media channels to interact and respond to customer queries and feedbacks, building an exceptional and differentiated customer experience.



The competitive intelligence application in the social media management market incorporates all activities that a company undertakes to gain insights into what their competitors are doing, track their competitor’s activities, and any conversation that may be happening between a company and its competitor’s customers on social media networks. Social media networks can provide a plethora of information about customers, their experiences, needs, and perceptions. Moreover, using the right social media management solution, a company can track these conversations focused on both itself and its competitors. This information can be used to increase the company’s market intelligence and create a competitive edge.



In the social media management market, risk management and fraud detection incorporate the use of various solutions, measures, and best practices to minimize the risks associated with using social media as a commercial tool. It spans across disciplines, including the use of social media consumer/user data and non-compliance to data protection laws and regulations; social media reputation management; confidentiality, loss of intellectual property, and disclosure; fraud; financial loss due to malware; and security breaches on social media.

Best Social Media Management Software

Comparing 16 vendors in Social Media Management across 24 criteria.
All vendors(16)

The company is one of the prominent players that focuses on developing multimedia and creativity software products and services. Since its inception, Adobe has been offering social media management solutions. It partnered with social media management platform providers to support brands that deliver personalized and relevant experiences across the entire customer journey. The company offers Adobe Experience Cloud that provides an integrated set of solutions, such as Adobe Experience Manager, Adobe Campaign, Adobe Target, Adobe Social, and Adobe Primetime.
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AlmavivA Contact has developed a network with due consideration to different cultures, intelligence and skills. Thereby, it offers a unique way for digital customer management so that it can operate on massive scales to enhance the connection between service providers and customers. By using the latest technological trends such as artificial intelligence, it has developed immensely to build strong relationships with customers by understanding their behavior and engagement with your brand.

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Clarabridge is among the foremost brands for social media management because of its exclusive range of features. Clarabridge Engage is made to be a superior platform which focuses mainly on analyzing and engaging with your social media mentions. It manages a lot of data, including all information about your brand and its services. There are advance management services and closed-loop handling. They also have the feature to track conversations to understand your brand’s presence more effectively.

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Digimind is a global provider of social media management solutions. It develops SaaS-based social media management including social media monitoring and competitive intelligence, designed for brands and organizations to accelerate digital transformation through analytics and relevant insights. Digimind serves its customers with social media and competitive intelligence solutions, which helps them in listening, monitoring, engaging, and analyzing the data on social media to grow their businesses by creating insightful reports.
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Facilitating social media monitoring and engagement analytics services, Falcon analytics stands as one of the most inventively premium SaaS platforms for marketers and brands. It enables the ease-driven creation of content calendars across major social media platforms aiding channel management, team collaborations, workflows and multiple campaigns all at once. Falcon analytics’ Social media management provides path-breaking customer support and engagement management.
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Google is a reputed player in the global cloud market space, with a broad client base across the globe. The company provides the latest developments in the social media management market. The company uses Natural Language API, machine learning kit, and AI technologies to provide deep insights into the field of social media. Its AI-driven YouTube can be used for marketing, campaigning, and creating automated and mistake-free setups for users.
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The company provides a social media marketing and management platform, Hootsuite, with scheduling, monitoring, content curation, analytics, team management, security, and third-party integration capabilities. Apart from its core product for social media marketing and management - Hootsuite Platform, the company provides multiple other products and services such as Hootsuite Amplify (for employee advocacy), Insights (for social media monitoring and reporting), Impact (for RoI measurement), Ads (for social advertising), and education and certification. Hootsuite clientele comprises major brands, including Marketo, Quartz, Fujitsu, and Woolworths
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IBM is one of the leading players in the social media management market. It caters to the latest technologies and services to its clientele across the globe. The company offers a vast portfolio of social media marketing and social media management products and solutions for helping its clients in enhancing their decision-making. It is constantly upgrading its capabilities for assisting its customers in improving their brands with the help of intelligent media marketing and media management solutions. It integrates technologies, such as AI and blockchain, to expand social media management.
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Spredfast merged with Lithium Technologies to become Khoros. The company works efficiently on social media marketing tools and experiences of the online community. The team has developed tools to enhance your social media campaigns such that loyalty of customers is ensured and sales are further increased. The company has worked extensively on real-time conversations with customers to ensure a strong bond.
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Oracle is a leading provider of cloud and database solutions. The company's business is divided into 3 major segments, namely cloud and license, hardware, and services. It caters to its diverse clientele across the globe. Its clients include midsized businesses and large enterprises. It helps its customers in improving their business with its offerings, such as relational servers, application development tools, decision support tools, and enterprise business applications
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Salesforce is one of the leading players in the social media management market. Salesforce Social Studio is an innovative cloud platform that helps build more meaningful relationships with customers by tapping into the power of social media for marketing, customer service, and sales organizations. It enables marketers and sales executives to listen and monitor social conversations, analyze captured data, publish content, and engage with customers on a 1:1 basis. The platform helps marketers in delivering personalized recommendations to their customers. The company has partnered with players, such as Google and Dentsu Aegis Network, who aim at leveraging the benefits of social media management for delivering end-to-end customer experience.
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WNS Global Services has developed various functional solutions for many industries ranging from the retail sector to the entertainment industry and much more. Their social media analytics aims to gather the maximum data to understand the enterprise, customers and the competitors in the field to come up with the best logistics. All these in-depth analyses help in improvising on the customer experience and strategies to develop them.
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Sprinklr is among the key players in the social media management market. The company focuses on delivering the best customer experience to its clientele for enhancing their business in the market. It caters its products to different organizations, such as small businesses, medium businesses, and large enterprises. Its emphasis on expanding its product portfolio as well as business in the market through new partnerships, collaborations, and new product launches
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The company offers a social media management tool to businesses for developing their social media presence. Moreover, it has a strong relationship with both social media network partners and leading global companies. The company caters to different businesses, such as small businesses, agencies, and enterprises, for effective brand engagement and customer experience. The Sprout platform offered by the company in the social media management market helps social businesses in putting their consumers at the center of their strategic approaches. It offers social media management and publishing tools, which would provide teams or users with extensive analysis, brand monitoring, competitive insights, and customer experience management features.
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Sysomos is a social media analytics and marketing solution. It offers its solutions to organizations in various industry verticals, catering to their business requirement including sentiment analysis, behavior analysis, and competitive analysis. Its solutions enable businesses to easily search, discover, listen, engage, publish, and analyze data at a large scale across social media platforms.
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The software is a complete package for absolute social media control for your organization. It branches out your company to multiple social channels and schedules your media campaigns, all power by a centralised dashboard. Thereby, Zoho makes the important task of social media management very simplified and more comfortable to handle. Your campaigns are conveniently organised at one place so that monitoring is primary and maximum audience receives your presence.
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Frequently Asked Questions (FAQs)
A need to realize an increasing ROI on social media strategy, a growing focus on the market and competitive intelligence, and an increasing need for social media measurement to enhance the customer experience are key growth factors for the market. Emerging economies across APAC and other regions are expected to offer new opportunities to the solution providers. The increasing use of social media has transformed banking relationships with customers in significant ways, from improving customer service to enabling users to send money to others via online platforms. BFSI organizations have started monitoring customer conversations for brand mentions and customer complaints, and started responding accordingly, using the measuring, monitoring, and analyzing functionalities present in the social media management solutions. The growth of fintech continues to have a significant impact on the BFSI industry vertical. Established financial institutions are collaborating with key innovators in response to customer demands for effective social media management platforms. The US and Canada are witnessing increased adoption of advanced technologies, including social media monitoring and analytics.
The social media management market comprises major vendors, such as IBM (US), Oracle (US), Salesforce (US), Adobe (US), Hootsuite (Canada), Sprout Social (US), Google (US), Sysomos (Canada), Sprinklr (US), Digimind (France), Clarabridge (US), Spreadfast (US), (Denmark), Zoho (India), and Lithium Technologies (US). The study includes in-depth competitive analysis of these key players in the global market with their company profiles, recent developments, and key market strategies.
Social media marketing solution segment to hold the largest market size during the forecast period. The social media marketing solution segment is expected to constitute the largest market size during the forecast period with the wide-spread adoption of the solution across organizations in many industry verticals. It proves to be a vital tool for marketers to easily and quickly reach their targeted audience and engage them effectively. Social media engagement and social media advocacy are 2 major components of social media marketing. The social media engagement involves management of the existing and potential customer interactions on various social media networks of a company. Social media advocacy and selling deals with brand development through third-party engagements (employee or existing customers).
Competitive intelligence application to grow at the highest CAGR during the forecast period. An increasing need to have market intelligence to gain a competitive edge is expected to drive the competitive intelligence application in the social media management market. It incorporates all activities that a company undertakes to gain insights into what their competitors are doing, track competitors’ activities, and any conversation that may be happening between a company and its competitors’ customers on social media platforms. Social media platforms can provide a wide variety of information about customers, their experiences, needs, and perceptions.
The global social media management market size is expected to grow from USD 9.2 billion in 2018 to USD 17.7 billion by 2023, at a Compound Annual Growth Rate (CAGR) of 14.1% during the forecast period. The demand for cloud social media management solutions is expected to grow over the next 5 years, owing to several factors including massive adoption of social media and huge volumes of data generated across major industries, including BFSI, retail and ecommerce, government and public sector, and manufacturing. A need to realize an increasing ROI on social media strategy, a growing focus on the market and competitive intelligence, and an increasing need for social media measurement to enhance the customer experience are key growth factors for the market.
Based on Solution Type, the market has been segmented as follows: Social Media Marketing, Social Media Listening, Monitoring, and Analytics, Social Media Asset and Content Management, Social Media Risk and Compliance Management. Based on Application, the market has been segmented as follows: Sales and Marketing Management, Customer Experience Management, Competitive Intelligence, Risk Management and Fraud Detection.