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Magazines > Marketing Library Services > March/April 2016

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MLS - Marketing Library Services
Vol. 30 No. 2 — Mar/Apr 2016
Social Media Management and Scheduling Tools
by Jennifer Burke

We know social media is an important piece of our marketing plans, and we need to manage it well. Since each management tool has its own quirks and perks, including different results (yes, really), I recommend trying more than one.

HootSuite: Manage multiple profiles, auto-schedule posts well into the future, monitor lists and library mentions, and save searches. Browser extension automatically populates text for sharing. It’s one of few schedulers that has official access to Instagram. Free plan includes three social profiles, basic analytics, and scheduling (long range but individually). Pro starts at $10/month for up to 10 profiles, enhanced analytics, and bulk message scheduling. (

Buffer: Buffer has an easy-to-use web interface, a browser extension, and a mobile app. Set a regular schedule for posts, connect content, and watch it automate. It handles inline image posting well, often leading to higher engagement. The free plan allows only one social profile per platform and 10 scheduled posts. You can pay $10/month for up to 10 social profiles and 100 planned posts per profile or get team accounts from $50/month for five managers, 25 profiles, and 2,000 posts. (

Post Planner: It started as tool for planning Facebook posts in advance (free version is Facebook only), but its $7/month plan now includes Twitter. Identify trending topics or keep a queue of content to post. (

CoSchedule: More than just social scheduling, it’s a full editorial calendar and marketing organizer. Browser extension helps curate items found online. Its unique built-in headline analyzer helps write social headlines without leaving the app. It can share awesome but older posts to get new attention and traffic. Free trial, multiple tiers of paid plans from $15/month; prices increase for more managers and social profiles. (

Mav Social: Emphasizes managing and sharing visual content and provides access to stock images and a photo editor. Its Campaign Planner lets you visually plan social promotions. Because of its visual content focus, it handles “native” image sharing well. Free and paid versions. (

Jennifer E. Burke is president of IntelliCraft Research, LLC (, a Philadelphia-based strategic marketing consultancy for libraries. She holds an M.S.L.I.S. from Drexel University and also spent 5 years as an IMLS Fellow in Drexel’s Information Studies Ph.D. program working on digital libraries and education. She’s a former advertising executive; a member of ALA, SLA, and AIIP; and a trainer on strategic storytelling in marketing. Her email address is

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