Which Social Media Tool is Right for Your Practice?

By Posted in - Public Blog on March 6th, 2018 0 Comments

“Which social media tool should we use in our accounting or advisory practice?”, we get this question a lot from both prospective and current members. And it’s an excellent question to ask. You don’t want to make an uniformed decision and be stuck using a tool that doesn’t do everything you need to or lacks proper integration into your existing app ecosystem.

Questions to ask to find the perfect social media tool for your accounting firm:

  • What social media platforms will you be using? While some tools will work with any platform a number of tools only work with some social media platforms.
  • Does the tool offer detailed reporting? There’s more to marketing success than ‘vanity metrics’ like page likes and new followers from the past week. You need to make sure that the tool you choose will generate reports that cover (insert a few metrics it needs to report on) in addition to ‘vanity metrics’.
  • Is there anything unique to the tool you’re looking at? All social media tools have a few shared features, but some have features that you won’t find anywhere else. Make sure to factor these unique aspects into your decision-making process.

While this list seems simple enough, but it quickly seems overwhelming when you realise just how many tools there are, Buffer, MeetEdgar, Hootsuite, Sendible, and Sprout Social; just to name a few.

So, which one is the best?

Well, unfortunately, it isn’t as simple as declaring a winner.

It’s about finding the right fit for your business.

What social media tool suits your accounting or advisory firm best?

We know that choosing the correct tool can be overwhelming.

Questions like “Do I need to be able schedule posts on Instagram?” or “Is it worth extra money to have all notifications come to one place?” are swirling around in your head.

The large combination of tools, various features, and different social media platforms makes it all a bit of a minefield.

So, let us simplify it and break down exactly what each major tool does and does not do. Using the guide below, you can work out which tool is best to handle your social media.

5 Social Media Management Tools Compared


If you’re a low-budget start-up accountant or advisor, Buffer has a great $10USD/mo plan that does not include a calendar or analytics reports, but has everything else listed above.

Before making a final decision take into account a few smaller differences between the above tools. For example, Sendible offers you the ability to write one short post with a link to a blog post, and set that to publish to your Facebook, Twitter, LinkedIn, and Google+ pages at 10:00am on Wednesday.

With most other tools, however, you have to individually set up each one. That means you must select one of the platforms you want the message to be published on, copy the message with the link, select the time and day, and hit send. And then select the next platform, paste the message and so on until it’s scheduled on all the platforms you want.

Sometimes you’ll want to individually schedule a post to avoid hitting each platform at the same time. Other times, you may want a message to go out to all platforms at once (If you have an event happening in X hours for example).

Map out what you need for your practice

We recommend that you start by looking through the features listed on the left column in the graph above and figuring out which features you need and which ones you want.

But keep the big picture in mind during your final decision, the tool you want is the one that makes the most sense for your accounting or advisory practice, your team, and your online presence.

And finally, take advantage of a free trial, get your (or your team’s) hands dirty to confirm it’s the right tool for you.

What we use at PARADOX

Here at PARADOX we use Sendible for all of social media posting, queuing and notification monitoring.

Although it’s the most expensive of the plans compared here, Sendible makes the most sense for us because we can queue evergreen posts, the interface is intuitive and a breeze to use, and it does all the things the other platforms do (and usually does them better).

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