5 must-know tips for choosing a social media management tool

Social media marketing in the higher education sector is a balancing act. You’re managing a variety of audiences, from prospective students to alumni, while navigating the ever-evolving platforms and trends.

It’s no surprise that many higher education institutions invest in a social media management tool to streamline workflows, analyse performance, and amplify impact. It can be an ideal way to buy time in your busy day by becoming more organised and efficient, leaving you free to keep up with the pace of social.

But with so many options on the market, how do you choose the right one?

Before you take the plunge (or research options ahead of a contract renewal), here are five key considerations to guide your decision-making process and secure buy-in from leadership.

1. Define your social media goals before you start shopping

Before diving into demos or comparing features, take a step back. What are your organisation's social media goals? Are you aiming to boost student engagement, grow brand awareness, or track sentiment across platforms? Define what success looks like for your institution and identify how a tool could help you to meet or exceed your targets.

When you understand the problems you’re trying to solve - whether it's improving response times, streamlining content scheduling, or gaining actionable competitive insights - evaluating tools becomes much clearer. If a platform doesn’t align with these goals, it’s likely not the right fit.

If you're obsessing over the colour scheme of feeds, where the buttons sit on the page, or the brand merchandise handed out at a demo - sorry to say it, but you're probably setting yourself up for failure.

2. Secure budget by framing the business case

Here’s the secret to getting a better chance of buy-in from leadership: don’t sell it as a social media purchase. Instead, position it as an investment in achieving broader business goals.

Frame it around metrics that matter to leadership, such as increasing student applications, improving event attendance, or enhancing alumni engagement. Finding the right tools can enable your brand to monitor the effectiveness of campaigns, provide real-time feedback on what resonates with your audiences, and track competitor performance. These are all valuable insights that contribute to institutional success.

Use language that connects your request to the bigger picture. Words like "efficiency," "data-driven decision-making," and "enhanced collaboration" tend to resonate with leadership far more than "social media scheduling."

3. Break the silos - achieve value for money

Why go it alone when you could share the load? It is likely that many departments within your university will have overlapping needs for a social media tool. The admissions team might benefit from tracking prospective student sentiment, the alumni office could use it to nurture donor relationships, and academic departments will be keen to boost awareness of research outputs.

Explore whether you can combine your purchase with other departments to acquire the tool collectively. Not only does this present the possibility of unlocking better pricing, but it also makes the tool’s cost more palatable when shared. Plus, this cross-departmental approach can foster a culture of collaboration and resource-sharing across your institution.

Cost sharing may present some extra internal paperwork given the way in which many university finance processes work. However, at the end of the day the spend all comes from the same bank account, so cost saving should take priority over the dread of a bit of extra admin!

4. Plan for the future

Think beyond your immediate needs. Will this tool still serve you in two to three years as your institution grows, or as new social media platforms emerge? Does the tool you are considering have flexibility to connect new social profiles without additional cost, or will expansion become a cost barrier?

Consider features like scalability, integration with other tools, and support for additional users or platforms. You don’t want to invest in something that feels outdated or restrictive in a few years. A forward-thinking approach ensures your investment remains valuable and adaptable as your goals and strategies evolve.

5. Engage Your Procurement Department Early

Every university has its own purchasing rules, and ignoring them can cause unnecessary delays to selecting your desired tool. Reach out to your procurement team early in the process to understand the spending thresholds, approval processes, and number of quotes you may need to source.

Procurement can also provide valuable insights into pre-negotiated vendor frameworks or opportunities to leverage existing vendor relationships for better pricing. By involving them early, you can save yourself the headache of discovering red tape when you think you're ready to sign the contract or raise a purchase order.

They'll also be best placed to advise on any multi-year offers you may receive, particularly if the offers cannot be accepted due to risks around exceeding spending thresholds.

Final Thoughts

Choosing the right social media management tool is more than just a checkbox exercise - it’s a strategic investment in your university’s future. By defining your goals, aligning your pitch with institutional priorities, collaborating with other departments, planning for growth, and navigating procurement effectively, you’ll set yourself up for success.

So, take the time to approach this decision with intention. The right tool won’t just make your job easier - it’ll empower your university to make a bigger impact.

Are you stuck on where to start?

The Neon Caffeine Ltd team are experienced in supporting and navigating universities through the purchase of social media management tools, including the ever important priority of securing value for money.

We've also been on the vendor side of the table, making us expertly placed to fine tune the ideal package to meet your requirements. We're also excellent bargain hunters, if we do say so ourselves ??

Drop me a message if you're looking for advice on how to approach your purchase, your contract renewal negotiations, or how to address any one of the five points above as you begin planning.

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