Social Media Management remains a fast growing software category. Page views on TrustRadius for Social Media Management Software products – a measure for how many people are running evaluations – grew 27 percent from Q2 to Q3. While page views are not an absolute representation of category growth, they are a good proxy.
While Social Media Management remains a fragmented category, with more 137 vendors listed on TrustRadius, and many companies using multiple social media management products, a few vendors are starting to break from the pack. The most evaluated social media management software product on TrustRadius during Q3 was Hootsuite Enterprise, followed by Sprout Social and Sprinklr.
It’s important to note that some of these products do quite different things, e.g. Woobox focuses on social media based contests, but they are all in the broad category of social media management.
These products also sell to different market segments, which can account for differences in evaluation frequency. Using reviewer mix on TrustRadius as proxy for customer mix, and assuming prospective customers follow a similar distribution to existing customers, it’s possible to make an educated guess as to evaluation frequency by customer segment. For example, in the enterprise segment, based upon review mix on TrustRadius, 37 percent of Hootsuite Enterprises’ customers are companies with more than 500 employees; for Sprinklr, the corresponding figure is 67 percent; Radian6, 54 percent; and Spredfast,41 percent.
Multiplying these percentages by the total evaluation frequency allows us to estimate an “enterprise evaluation rate” for Social Media Management Software products. Using this view, the Social Media Management Software product most evaluated by enterprises with more than 500 employees during Q3 2014 was Sprinklr, followed by Hootsuite Enterprise, Radian6, and Spredfast. While this imperfect methodology does not account for rapidly shifting customer mixes it does give a directional indication of today’s picture.
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