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The Most Popular Social Media Management Systems

Posted on 8.10.2012

Although we all know the large audience that businesses can potentially reach through a strong social media campaign, one of the biggest complaints from professionals is that this marketing channel is too time consuming to manage and monitor.

And while social media may be time consuming, there are many tools available that can help ease the commitment of posting content to multiple networks on a regular basis. In fact, many brands leverage some type of social media management dashboard to help with their social media campaigns.

Until now, we weren’t sure which social dashboards are the most popular among the Web’s top brands. However, a new survey from Pingdom reveals which social media management systems (SMMS) are the most used among 96 of the world’s top brands, including Coca-Cola, Google, IBM and McDonalds.

The study took a look at the last 20 tweets from each brand, and then examined which tools were used to post each status update. And the most popular social media management system is...

The survey reveals that 20 percent of the examined brands use HootSuite, including H&M, eBay, UPS and IBM. The second most popular SMMS with 16 percent of the examined brands leveraging its services is TweetDeck, followed by 9 percent who use SocialEngage. However, one of the study's most interesting finds reveals that 28 out of the 96 examined accounts didn't use any SMMS for posting tweets.

Other survey findings show that the examined brands used a total of 42 different apps to post tweets, including Instagram which is becoming an increasingly popular posting alternative. Additionally, it is important to note that some accounts actually use more than one SMMS to post updates from. For example, @ciscosystems tweets from Crowdbooster, Tweetdeck, StockTwitsSprinklr and Twitter’s website.

Which social media management system do you use? Let us know in the comments section below.

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