With over 350 million monthly users and a strong focus on engagement, the X (formerly Twitter) social media platform is a powerful tool for managing your brand awareness and identity and connecting directly with your target customer.
Finding your way on X means wading through a sea of similar content and standing out against other brands' social media accounts. X management tools can help you grow your X presence and connect with more customers, more effectively.
What is an X management tool?
An X management tool is a social media management solution that helps you post, interact, and monitor your performance on X.
Different X management tools perform a range of functions, including:
- Schedule and post content to X
- Engage with followers on X
- Report on X analytics like comments, reactions, and reach
- Monitor your brand mentions on X to assess how your business is being perceived
- Conduct paid ad campaigns on X
In short, X management tools help you execute your social media strategy on the platform.
Why do you need X management tools?
These tools are invaluable for social media marketing teams of any size. Whether you have one X account or multiple accounts, social media managers streamline their marketing efforts and improve results with these tools. Here's why you need X management tools:
Save time
Social media management tools that let you create and schedule posts make it easier to set up your content calendar on X and deploy it in bulk. Automated tools for responding to comments or direct messages will also free up your team to focus on creating meaningful, engaging content and replying to the most important messages.
Tools that streamline your reporting, schedule posts in advance, or reply to incoming messages or comments save your time, so you get more bang for your social media marketing buck.
Improve engagement
There are many ways X management tools improve your engagement. The most simple is that they can respond to comments or messages on your behalf to improve response times and drive more engagement.
They also help improve engagement with hashtag suggestions, or content and topic ideas based on other X accounts in your niche, and suggest optimizations for your account that boost follower growth and engagement.
Track performance
X reporting tools give you detailed X analytics that you can then use to assess your campaigns and optimize them for better performance. Your X presence is one of the most important touchpoints you have with your target audience. X reporting tools give you access to data that demonstrates the performance of your social media presence.
Stay organized
X can be a challenging platform for brands to manage. X management tools offer an easy-to-use interface where you can coordinate any number of social media tasks.
For example, social media scheduling tools help you manage your X posts in one location, which supports team collaboration and helps you organize your content strategy.
Brands use X for a wide range of purposes, from promoting specific products or services and brand identity to demonstrating thought leadership and publishing important updates or news.
X management tools help you keep track of where your team is at with their goals, so you can schedule posts in accordance with your main marketing priorities.
Key features to look for in X management tools
The best X management tools streamline your social media marketing efforts and improve your performance. The key features you should look for in an X management tool include:
Scheduling and automation
Tools that let you schedule posts and automate your content calendar are powerful because they free up time.
Instead of sporadically posting manually throughout the week, your team can plan, create, and deploy your social media posts for weeks or months on end. The tool will then automatically post for you at the right times.
This more efficient process allows you to post more consistently, too, which also helps improve reach and engagement.
Analytics and reporting
Any successful marketing campaign relies on in-depth analytics and reports to monitor your progress and optimize your X content. X marketing tools will measure key metrics like:
- Impressions/reach
- Engagement
- Engagement rate
- X account growth
These reports help you measure your success and grow your X presence.
Social listening
X is one of the leading social media platforms for customer engagement and a powerful way to monitor consumer sentiment about your brand. The best X management tools offer social media monitoring features that track brand mentions and keywords or phrases you define, so you can better understand how your customers and target audience perceive your business.
Team collaboration
With remote work and global teams, keeping everyone on the same page can be tough. Social media managers can use X management tools to improve team collaboration.
These tools include content scheduling solutions and unified inboxes, so you can easily manage incoming direct messages (DMs) or comments from one location. Advanced features of these tools also offer approval workflows, so you can create, review, and approve X posts before you publish them.
Content curation
Finding content inspiration for your X campaigns can be tricky. The right management tool for your X strategy should include a content calendar and also a media library you can use to draw from for your X posts.
Many X management solutions even search the platform to find relevant hashtags, topics, and content ideas for you. The best X management tools can also identify your top-performing posts, so you can repurpose and reuse them for maximum effect.
Top 10 X management tools
So now we know what we're looking for in an X management tool, but which solution should you use? Here are the 10 best social media management tools for X users:
1. Brandwatch
The Brandwatch suite of social media management tools is a one-stop shop for any brand's X marketing program. With these tools, you can schedule posts, track your performance, and perform detailed competitive analysis.
Brandwatch Consumer Research plugs directly into the X firehose — the industry term for the flood of posts on the platform — and tracks over 500 million posts for different keywords and phrases. This offers real-time, in-depth X analytics into consumer sentiment and trends that you can turn into actionable insights to inform your social media strategy.
This tool lets you perform detailed market research across the entire Xverse with detailed audience demographic information presented in an easy-to-use reporting dashboard.
Brandwatch Publish improves team collaboration and lets you schedule posts at optimized times for your audience. As well as post scheduling, Publish manages your content across X and other social media platforms including Facebook, Instagram, and even your Google Business Profile.
Meanwhile, Brandwatch Engage offers a unified inbox where you can streamline your connection to your audience.
Brandwatch Listen leverages artificial intelligence and 12 months of X posts to generate AI-powered sentiment and emotional insights from your X audience.
Benchmark and Measure are two powerful social media analytics tools. Measure offers detailed analytics on your own X profile and its performance, while Benchmark tracks multiple X accounts from your industry to deliver meaningful insights into the competitive landscape.
Brandwatch even supports influencer marketing campaigns. You can use the Influence tool to find influencers on X and rank their reach and engagement across multiple social media platforms.
With team collaboration and reporting tools that cover every aspect of an X marketing campaign, Brandwatch is the ultimate go-to platform for social media managers.
2. SocialPilot
SocialPilot is a social media scheduling tool that's useful for bulk scheduling posts across social platforms.
SocialPilot also offers an automated post-scheduling tool that refreshes and reuses evergreen posts from multiple platforms to X. Reusing this high-performing content helps improve engagement and reach more efficiently.
One of SocialPilot's more advanced features is a tool that automatically schedules X posts across multiple accounts. This lets you build a consistent X campaign across your sister or subsidiary accounts without creating duplicate posts all at once.
Additionally, SocialPilot offers an AI-powered content creation tool, AI Pilot, which helps ideate content based on X trends. It also features collaboration tools that allow social media teams to edit drafts together, along with a curated content library, making SocialPilot a valuable social media tool for X users.
3. Sprout Social
Post-scheduling platform Sprout Social helps identify the optimal posting times for posts and lets users set custom schedules based on time zones and other factors.
The user-friendly platform makes it easy to manage multiple X accounts in one dashboard alongside all your social media campaigns.
Sprout Social is one of the most popular social media management tools on the market, thanks to features like bulk scheduling for up to 350 posts and detailed reporting features. Its team collaboration functions include personalized content calendars, so your team can concentrate on their own campaigns.
4. Hootsuite
As one of the earliest X management tools, Hootsuite is another well-known post-scheduling solution. It offers user-friendly features like a calendar view for scheduling posts and a curated media library to draw from as you create your posts.
Hootsuite is also known for its AI assistant Owly. Owly scans relevant hashtags and posts on X to help generate post ideas, and can even automatically create posts for you.
Management tools in Hootsuite set permissions rules so that your team only has access to the content they're responsible for, which is useful for agencies or large teams managing multiple accounts. It's compatible with multiple social networks, so you can manage X alongside your entire social media campaign.
5. Audiense
Audiense is an analytics tool for X and other social platforms. Its key features are market analysis and audience segmentation tools that give you a clearer picture of your X performance based on different demographics.
It suggests optimal posting times for your content and uses social listening features to give you a sense of how your X feed is resonating with your audience.
Audisense's advanced features also help identify relevant X accounts to target with your content, including potential customers and influencers who can help grow your audience.
6. Statusbrew
Statusbrew is a content calendar and social inbox solution that facilitates team collaboration and streamlines your X marketing campaigns. This social media management tool is handy for medium and large enterprises that have multiple X accounts.
The Statusbrew bulk-scheduling tool has a handy upload tool so you can add posts from an external document or program in one upload.
It also includes an AI-powered automated responder that frees up time for your team and gives your audience faster responses to common questions.
7. SocialBee
Scheduling posts is easy on SocialBee. The simplified dashboard integrates tools like Canva so you can add visually compelling content, and it lets you build custom content pools based on key categories. This way, you can organize your upcoming content by time of the week, subject matter, and product or even manage multiple X accounts more easily.
As well as an AI-powered content generator, users can program RSS feeds that curate relevant content and publish automatically to your X feed.
8. Planable
Planable is a powerful X management tool for agencies or social media professionals managing multiple accounts.
Its content calendar tool includes feedback tools alongside each post and approval processes so you can have external stakeholders and clients review your content before it goes up.
There's also a powerful AI tool for content generation and analytics dashboards to monitor campaign performance. Planable is available with a web version and app, so you can review how your X posts will look across different platforms.
9. X Pro
X Pro, formerly TweetDeck, is a paid tool to help social marketers manage multiple X feeds in one location. It offers tools for scheduling posts, managing comments or messages, and reporting on key X analytics.
Users can set up lists and feed groups to better manage X profiles in one dashboard. This also allows you to visually compare different X profiles and accounts in one place. X Pro also includes keyword and hashtag trackers, so you can monitor trending topics on the platform and incorporate them into your content strategy.
10. Buffer
Buffer integrates with a wide variety of content storage platforms and graphic tools like Canva or Giphy to help teams add multimedia content to their X campaigns.
Like other tools, Buffer lets you schedule posts, and it also allows users to schedule reposts and even X polls, adding a layer of detail and engagement to your brand's X strategy. Reports for impressions, engagement, and follower growth help teams assess X performance over time and refine their campaigns.
How to choose the right tool for your needs
Many of the tools listed in this article share the same key features, but that doesn't mean any of these solutions are the right X management tool for your brand. Here are some things to bear in mind as you shop for a social media management tool.
Consider your goals
There are many reasons for a brand to maintain a presence on X. Whether you want to increase your overall public profile, highlight your expertise and thought leadership, or just provide your loyal customers with a platform for communicating with your business, there's a tool focused on your goals.
It's also important to carefully assess the needs of your team or the gaps in your capabilities. For example, if you need to manage multiple accounts, then you need an X management tool that allows you to connect more than one X profile.
If your team is struggling with ideation or finding the right content for your audience, you'll need a tool that can assess and track X trends to offer guidance.
Build a list of your goals and your needs that you can cross-reference as you search for a solution.
Budget
X management tools are priced differently depending on their main focus and goal. Some tools offer a la carte subscriptions where you can add different features and tools as you need them, while others are priced according to the number of users or accounts you manage.
Find a tool that not only offers value for money but is scaled to growth with your business.
Ease of use
An X management platform is only useful if your team buys in and uses it. Look for a solution with user-simple, intuitive features and clear workflows that seamlessly fit into your team's existing processes. Key features in popular X management solutions include:
- A drag-and-drop calendar view
- A unified social inbox
- Bulk scheduling tools
- Customizable reporting dashboards
If your X management solution is easy to use, then your team is more likely to embrace it and use all the features for maximum effect.
Integrations
Integrations with common software like MS Office, Google Drive, OneDrive, and more make X management programs more effective. Most of the tools above also support Facebook and other major social platforms, with content scheduling for all of those networks in one location.
Optimize X with social media tools
X management tools help you increase your effectiveness on the platform and improve audience engagement. From diving into X analytics and scheduling posts to running competitor analysis or launching influencer campaigns, these solutions will make your social media team more efficient and effective.
Manage X more easily with tools that help you plan, execute, and monitor your feeds.
FAQs
Can you manage multiple social media accounts with these tools?
A key feature of most tools in this list is that they support multiple social media accounts. This ability to combine major social platforms in one online dashboard is just one of the many ways X management tools support marketing teams and improve your workflow.
How do X management tools help with analytics?
Even X management tools that only support basic analytics like reach, engagement, reactions, and reposts offer more usable and insightful visualizations than the native X tools. Most solutions offer deeper insights into audience demographics and competitor benchmarking, too.
Using an X management tool gives you more data that you can use to optimize your social media efforts.
Are social media management tools suitable for enterprises?
Social media management tools are a must-have for enterprises. That's because they facilitate team collaboration and more efficient execution of your social media campaigns. These solutions make it easier to schedule your content and manage its performance. They also make for more efficient community management and engagement. That's because they offer easy-to-use and convenient dashboards for you to manage multiple accounts across all of your social platforms in one place.
Many tools also offer automation that improve your response times and help you scale up your X presence without spending more time or money.
Is it beneficial to schedule X posts in advance?
Scheduling X posts in advance is a far more efficient way to run your social media strategy. A posting calendar leads to more consistent posting and helps keep your audience engaged, It also makes it easier for your team to plan out their campaigns and makes the posting process more efficient.
Are there tools that help with customer support on X?
Yes, X engagement tools offer things like chatbots and other automated responders that can help turn customer DMs and comments into support threads or tickets. A unified inbox also lets you delegate messages to your team so you can better respond to your audience's needs on the platform.
