What features should a social media management tool have?

At least: support for your networks and formats, a composer with a caption per network, a calendar and queue, analytics for the networks you use, and account health warnings. Add an inbox, approvals and AI depending on your team.

Is a free social media tool enough?

For a few accounts and a handful of posts a week, often yes. Free plans usually limit accounts, posts or features, so check the limits against your plan.

Should I pay per channel or per user?

Per-channel pricing suits a small team with many accounts; per-user pricing suits a large team with few accounts. Add up both with your real numbers.

Social guide · Updated 5 November 2026

How to choose a social media management tool.

To choose a social media management tool, start with the networks and post formats you use, then compare the composer, scheduling, AI help, analytics, team and client features, and how the price grows as you add accounts and people. The best tool is the one that covers your networks without paying for features you won't use.

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Capabilities

Everything Social ships with.

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One composer, every network

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AI captions and images

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Brand Tags

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Calendar, queue and analytics

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01 / 05

Which networks and formats do you need?

Write down every account you post to and the formats you use on each, such as Instagram Reels, carousels and Stories, LinkedIn company Pages and PDFs, Pinterest Pins or Google Business Profile updates. Then check each tool's own feature pages: support for a network doesn't always mean support for every format on it.

02 / 05

What should you compare between tools?

Once your networks are covered, check each tool against this list.

The composer

A caption per network, previews, a first comment, and checks that catch a post a network would refuse.

Scheduling

A calendar, a queue of posting times, bulk changes, and what happens when a post fails.

AI help

Caption writing, rewriting per network, translation and image generation, and how it is charged.

Analytics

Which networks report, account and per-post figures, and how far back the data goes.

Engagement

Whether there is an inbox for comments and messages, and for which networks.

Teams and clients

Grouping accounts by brand, roles, approvals and client reports.

04 / 05

Which kind of tool fits which team?

Most teams fall into one of these groups.

Large teams that handle customer care on social need a unified inbox, approvals and listening.
Agencies need accounts grouped per client, each client's voice and link tracking, and one calendar.
Creators and small businesses need a simple composer, a queue and a free or low-cost plan.
Marketing teams at online stores need cross-posting, images for every post and trackable links.

FAQ

Social media management tools: common questions

There isn't one best tool for everyone. Large customer-care teams need an inbox and approvals; agencies need per-client grouping; creators and small businesses need a simple composer and queue at a low price. Match the tool to the job.

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Social features for this

Cross-posting

Post to multiple social media accounts at once: one composer, a caption per network, a preview per account and checks before anything goes out.

Social media analytics

Social media analytics for Facebook, Instagram, Threads, LinkedIn Pages, Pinterest and Google Business Profile: followers, views and engagement.

Brand Tags

Manage multiple brands' social accounts with Brand Tags: one click selects a client's accounts and applies its tone, hashtags and UTM tracking.

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