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What’s the real cost of your social media tool?

If you're struggling to find a cost-effective social media tool, this advice could save you time, money and stress!

Blog Post Author – Kirsty
11th May 2021

When deciding on the right social media tool for your business, it can be tricky to look past the bigger names dominating the industry. But big brands don't necessarily mean the best fit.

Take a minute to strip things back, work out your priorities, and ensure you aren’t paying for additional features you don’t need.

Here are a few considerations to keep in mind, whether you’re looking for your first social media resource, or thinking of changing providers due to price hikes or evolving requirements:

Existing challenges: what problems do you need to solve

If you’re not sure where to start with outlining your specific priorities, this overview of the most common social media challenges might help:

Efficiency and automation

Marketing is a time-consuming job and a tool with hundreds of features can be the opposite of time-saving. A complex social media platform tool with more capabilities than you could ever need, has the potential to drain time away from your team, with the need for hours of training.

Checking how easy it is to navigate tools you’re considering, and how enjoyable they are to use, should form a big part of your selection process. Looking at the amount of automation that is available, for all of your marketing processes (especially social media publishing) could also save you many hours.

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It’s not unusual for us marketers to have to rearrange a whole week of marketing content at a moment’s notice; it’s simply the nature of the job. So, pick a tool that doesn’t slow you down when deadlines or priorities change.

While it should be easy to reschedule and edit your content, it’s also great if you can find a tool with flexible features, that you can use in your own way, to create a tailored experience for your team. For example, in ContentCal you can use Category Tags in whichever way you’d like, whether it’s to label your content by theme or simply assign work to your team.

Custom Planning Channels are also a big ContentCal highlight when it comes to flexibility, allowing you to add marketing channels to your Content Calendar, so you can plan and prepare for multiple forms of content.


Having a tool that allows you to easily collaborate across teams, communicate, and share ideas can tick off a number of requirements. If ideation is something your team struggles with, having a central location to share and store ideas from members of the wider business could really ease this burden.

We’re firm believers that ideation doesn’t always have to come from the marketing department. Using a tool that lets you actively encourage and easily record ideas, feedback, and suggestions from across the business can be totally game-changing. Read our blog to find out how you can get content ideas from your team.)

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Feel-good factor

Don’t underestimate the importance of the feel-good factor when it comes to mar-tech tools. Selecting technology that’s intuitive, user-friendly, and makes life easier for your team will positively impact the way that tool is used and how quickly it can be rolled out. Committing to a social media tool that gets the job done, but creates a pit of dread in your stomach every time you log in, will just suck the enthusiasm out of your work.

You need a tool that is visually pleasing, easy to use, and will make you feel motivated to get stuff done. This is one of the reasons why it’s so important to get a free trial if you can.

Speaking of trials… ContentCal offers a free 14-day trial where you can explore our range of features without handing over any card details or making any commitments.

Features: what do you really need?

When researching feature offerings, decide what you’re ultimately trying to achieve and why you’re looking for a social media tool.

Some of the most common reasons to invest in social media technology are:

  • Planning content
  • Scheduling and automated publishing
  • Organizing and storing content
  • Ideation and collaboration
  • Building and executing a content strategy
  • Community management
  • Analyzing performance and tracking competitors

You can use the options listed above, or make your own checklist to ensure the tools you are looking at have the necessary feature options to meet your needs.

Let’s take a minute to strip things back and work out where your priorities are, so you can go back to social media tool shopping like a man (or woman) on a mission.

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