How to avoid the tedium of logging in and out of different social channels, measuring your efforts, managing permissions and scheduling ahead? We’ve put together an overview of social media publishing tools to make the choice of a publishing platform easier and to automate your social media communications.

1. SOCIAL MEDIA PUBLISHING TOOLS OVERVIEW
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2. 2 Why use social media publishing tools?
Instead of separately logging in to every social media network each time you, the
administrator, want to post an update, you can use a publishing tool that stores
passwords for several networks. These tools allow you to post updates as well as view
incoming messages from a convenient web-based dashboard.
What are the benefits?
• The right toolkit lets you become more efficient at publishing online content.
• Ability to target the audience more accurately.
• Maximise the reach of updates through the ability to adjust frequency and timing.
• Many tools have built-in reporting / analytics enabling you to keep track of impact.
• Opportunity to collaborate on social media content with others.
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3. 3 Content
• Buffer App
• HootSuite
• SocialOomph
• Agryle Social
• Hootsuite Case Study
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4. 4 http://bufferapp.com
Buffer is one of the simplest and most straight-forward publishing tools, allowing scheduled updates for
Facebook, Twitter and LinkedIn. The user cannot choose a specific time for every update, but can set
up a preferred frequency – same time every day. Updates added to the Buffer are then posted
automatically.
Buffer has built-in analytics free of charge and allows you to collaborate on posting with several team
members .
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5. 5 http://bufferapp.com
$10 per month for unlimited
posting (otherwise restricted)
Add team members to
Shortening links
collaborate on the
with bitly.com
schedule
enables you
count the
number of
people engaging
with content Select the times and
(clicks) frequency of daily updates
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6. 6 Hootsuite
http://hootsuite.com/
HootSuite helps organisations use the social web to launch marketing
campaigns, identify and grow their audience and distribute targeted messages
across multiple channels.
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7. Hootsuite
7 All social channels in one browser window
Each social network you connect with has a ‘tab’ showing all your interactions in a logical, easy-to-view
format.
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8. 8 http://socialoopmh.com
Key free features:
• Set up alerts and track keywords in the public
Twitter stream.
• Schedule tweets
• URL shortening allowing to track clicks
• View @mentions & retweets with no need to visit
the Twitter webpage
• Twitter “DM” (direct message) organizer.
Paid features:
• Automatically re-follow users who followed you
• Automatically send DMs to new followers
• Automated new Twitter friends search using
keywords.
Pricing:
SocialOomph Professional - $17.97 bi-weekly
Twitter Advanced Scheduling
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9. 9 http://socialoopmh.com
Scheduling blog
updates straight
from the dashboard
Includes analytics and
monitoring
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10. 10 http://argylesocial.com
Argyle Social is an advanced tool combining social media publishing with Google Analytics, blog
management and content planning.
Interesting features :
• Argyle allows collaboration on
social media content and
differentiating users’ access to the
social media channels.
• A function allows you to easily get a social media
update approved by a decision maker.
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11. 11 http://www.agrylesocial.com
• Includes an interactive
content calendar
template.
• Automatically schedules and posts created blog updates from different accounts to maximise
reach.
• Acts as your organisation’s own publisher. Using tools such as HootSuite, the Facebook updates
will appear as sent “via Hootsuite.” This can have a negative effect on the Facebook Edge Rank
– reach (see SoMazi’s Facebook engagement presentation for details). When you use Argyle, it
will automatically act as your company’s publishing tool, posting updates “via [Company Name]”.
Monthly starting price - $300; 30 days free trial available.

12. 12 Pivot Con event used HootSuite to
build a conference audience
The Pivot Conference, hosted by The Tomorrow Project, was as an exclusive two-day event
for top brand managers who aimed to bridge the gap between their brand and the rising Social
Consumer. The purpose of Pivot was to deliver the context and understanding needed to
redirect marketing dollars, create authentic interactions, and map a strategy of successful
engagement with this powerful new market
Objectives & Goals
The proposed campaign was twofold. One part was building audience engagement for and during Pivot Conference 2011 through
trivia, polls, conversations, and research teasers. The second part was converting followers into attendees through strategic call
to actions.
The Pivot team also wanted to:
• Increase followers
• Build brand attention
• Increase registration for the event
• Enhance social media relationships with partners and speakers
• Improve click-through rates
• Distribute research surveys and results • Increase blog following
As a startup, the team’s resources were limited, and these traditional forms of communications were taking enough effort without
much result. Pivot established a presence on Twitter long before using HootSuite, but found out how much time could be saved,
switched over.
By using HootSuite, they were able to craft and deliver their messaging at optimal times. They also used HootSuite to listen and
track social conversations, to interact with their followers, to schedule and post Facebook content and to analyze key metrics. A
major benefit to using HootSuite was also their ability to collaborate internally on Twitter, while working remote.
(Source: HootSuite, 2011)

13. 13 Pivot Con event used HootSuite to
build a conference audience
Results
The Pivot Conference not only reached campaign objectives, they achieved success beyond their expectations. Comparing
selected initial objectives:
• Increase followers
With the same number of employees and resources, @pivotcon’s following increased by 1,000 new followers over the course of
one month.
• Build brand attention
During October 17th & 18th, Pivot tracked over 6,000 tweets through several HootSuite streams. At one point the conference
started trending on Twitter, and HootSuite’s platform allowed them keep up with the conversation through quick stream creation.
• Enhance social media relationships with partners and speakers
Using the list functionality, Pivot was able to create separate lists for each group of participant (sponsors, advisors, speakers etc).
This enabled them to track and participate with their community more effectively.
• Improve click-through rates
Prior to using HootSuite, the team was not tracking CTR’s effectively. While using HootSuite, @pivotcon received on average
36.25 clicks per day during September and October.
• Distribute research surveys and results
Stats and Research Results was the most retweeted when Pivot started using HootSuite.
• Increase blog following
23.5% of site referral traffic came from Twitter efforts this month. In the month before, this percent was only 16.04%.
(Source: HootSuite, 2011)
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14. 14 THE SOMAZI EFFECT
Authors
This presentation is a part of the SoMazi Social Ewa
Media Resources series. For more presentations, @Ewajoan
reports and learning materials, go to
http://www.somazi.com/resources/ .
SoMazi has offices in London, New York, Bergamo
and Geneva. We’d love to hear from you. Marlies
@MsSpijker
E-mail: contactus@somazi.com
Facebook: https://www.facebook.com/SomaziWW
Twitter: https://www.twitter.com/SomaziWW
Pinterest: http://pinterest.com/Somazi
Clementina
@CGZatSomazi