2 min read

Sprout Social – Tools ROI Series

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What if I told you there was one single platform you could use to help with social media reporting, publishing, analytics and engagement across all your social profiles? Well, there is – Sprout Social.

Sprout Social is a social media management and optimization platform for brands and agencies of all sizes. Sprout Social gives brands the ability to manage all their social media accounts from one place and provides in-depth analytics to understand how their content is performing.

Here at Next PR, we use Sprout Social for a variety of clients across industries. Take a look at some of the top features we use on this platform.


Scheduling Content

Sprout Social makes it easy to plan and schedule your content throughout the week. It even provides optimal publishing times based on when your audience is most active to maximize the reach of your posts on each channel. By knowing when your audience is most active, you can determine when it’s best to share important media placements and announcements with your followers.


Monitoring Customer Messages

For many of our B2C clients, we use Sprout Social to monitor and respond to customer messages. The platform funnels messages from all social profiles into one, easy-to-use inbox, making it more efficient to respond to customers in a timely manner. It also gives you the option to auto-respond to customers if a team member is unable to get back to them quickly. With 40% of consumers expecting brands to respond within the first hour of reaching out, it’s never been more important to stay on top of inbound messages on social profiles. By responding quickly, brands can maintain customer loyalty by showing the customers their needs are a priority.



Perhaps one of the best features within Sprout Social is detailed social media reporting. The platform makes it easy to view both qualitative and quantitative data across each channel. There's also a Report Builder feature that allows you to create custom reports with metrics most important to the brand.

Sprout Social’s reporting feature tracks metrics such as impressions, engagements, post clicks and new followers, so you can see which social media posts resonate the most with your audience. This helps you determine which types of content to post in the future. Your recent video post may have received 50+ engagements, while your general feed post may have only received 10 engagements. Sprout Social helps identify trends like this, showing you video is a strategy you should continue to leverage in your social media content.

The reporting function also allows brands to track audience demographics like average age, gender, top industries and job functions. This helps marketing teams create content that better serves and engages their audience.


These are only a few of the great features within Sprout Social. Other features include social listening, review tracking and assigning tasks; however, the greatest benefit of using a platform like this is how efficient it is at demonstrating the ROI of social media efforts. Without diving into the analytics, brands won’t have any idea which social platforms are working best for them or what type of content is engaging their target audience the most. Sprout Social saves you so much time by tracking everything you need all in one place.

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