If you’re running social for a B2B business, you already know the drill: LinkedIn is serious, Twitter’s chaotic, and your boss wants weekly reports “by EOD.” You need a social media management platform that isn’t a pain, doesn’t cost a fortune, and actually helps you do your job. But with a dozen tools all promising to “revolutionize your workflow,” how do you pick? Here’s a no-nonsense guide to choosing the right platform, with a straight-up comparison between Buffer and the other big names.
Step 1: Get Clear on What Actually Matters
Forget the flashy features for a second. Here’s what you really need to nail down before shopping around:
- Which networks do you need to manage? B2B usually means LinkedIn (non-negotiable), probably Twitter/X, sometimes Facebook, and maybe Instagram if you’re feeling ambitious.
- How big is your team? Some tools charge per user, and others don’t. Also, are you solo, small team, or a whole social department?
- What about approval workflows? If your posts need review before going live, you’ll need proper collaboration features.
- Reporting—what do you actually need? Are you sending pretty PDFs to clients, or is a CSV for your boss enough?
- Budget. Be honest. Some tools get expensive fast, especially as you add users or features.
Pro tip: Write down your must-haves and nice-to-haves. It’ll save you from shiny object syndrome later.
Step 2: Know the Main Players (and What They’re Good At)
Let’s cut through the noise. Here are the top tools you’ll run into, and what to expect from each:
1. Buffer
- Best for: Small to mid-sized teams who want a clean, no-fuss experience.
- Strengths: Simple scheduling, solid analytics, and a very forgiving learning curve. Integrates with most networks B2B folks care about.
- Weaknesses: No “all-in-one” inbox for messages. Approval workflows are basic. Reporting is solid but not mind-blowing.
2. Hootsuite
- Best for: Teams juggling a ton of profiles and want a “command center” vibe.
- Strengths: Streams-based dashboard, broadest network support, robust team features.
- Weaknesses: Interface feels dated. Gets expensive fast. Reporting is only great if you pay for higher tiers.
3. Sprout Social
- Best for: Larger teams who need deep collaboration and client reporting.
- Strengths: Fancy reporting, approval workflows, unified inbox, CRM-ish features.
- Weaknesses: Pricey. Overkill if you just want to schedule posts and check stats.
4. Agorapulse
- Best for: Teams needing strong social inbox management and decent reporting without Sprout’s price tag.
- Strengths: Good for replying to messages/comments, approval workflows, competitive analytics.
- Weaknesses: Slightly clunky UI. Fewer integrations with third-party apps.
5. Later
- Best for: Visual brands, Instagram-heavy strategies, or folks who care about post aesthetics.
- Strengths: Drag-and-drop calendar, Instagram tools, simple interface.
- Weaknesses: Not built for deep B2B analytics or heavy LinkedIn use.
Ignore: Any tool that acts like TikTok is the only network that matters (unless you’re the rare B2B brand crushing it there).
Step 3: Compare Features That Actually Move the Needle
Don’t get distracted by “AI-powered hashtag generators.” Here’s what actually matters for B2B:
Core Scheduling
- Buffer: Quick and easy to schedule across networks. Calendar view is clear.
- Hootsuite: Can schedule in bulk, supports more platforms, but the UI is cluttered.
- Sprout: Scheduling + approval flows, but the price reflects it.
- Agorapulse: Similar to Sprout, but simpler.
- Later: Scheduling is a breeze, but not as strong for LinkedIn or Twitter.
Team Collaboration & Approval
- Buffer: Fine if you trust your team or are small. Not much in the way of granular permissions.
- Hootsuite: Decent approval flows and team roles.
- Sprout: Probably the best if you need real, multi-step approval.
- Agorapulse: Good middle ground.
- Later: Not a strong point.
Social Inbox (Replying to DMs, Comments, etc.)
- Buffer: Lacks a unified inbox—if you care about replying from your tool, look elsewhere.
- Hootsuite: Decent, but can be overwhelming with lots of streams.
- Sprout and Agorapulse: Unified inboxes that actually work, with assignment and tracking.
- Later: Not really built for this.
Reporting & Analytics
- Buffer: Gets the basics right—engagement, reach, and exports. Not super customizable.
- Hootsuite: Offers reports, but the good stuff’s locked behind higher plans.
- Sprout: Deep, branded reports. Probably overkill for small teams.
- Agorapulse: Solid reporting, nice exports, and some competitive benchmarks.
- Later: Visual, but lacks depth for B2B.
Integrations
- Buffer: Plays nice with Zapier and most major apps. No bells and whistles.
- Hootsuite: Tons of integrations, but some are paid add-ons.
- Sprout: Integrates with CRMs and customer service tools, but not as many “fun” apps.
- Agorapulse: Decent, but not as broad.
- Later: Focused on content, not automation.
Step 4: Don’t Fall for Common Traps
A lot of B2B teams end up dissatisfied because they picked a tool for what it could do, not what they actually need.
- Overbuying: Don’t pay for Sprout’s advanced CRM features if your team is three people and a dog.
- Underestimating User Costs: Check if the price is per user, per profile, or both. Costs can add up fast.
- Ignoring Support: Some tools are great until you need help. Read some real reviews about customer support, not just testimonials on the homepage.
- Annual Lock-in: Month-to-month is pricier, but worth it if you’re not sure. Don’t sign a year-long contract unless you’re certain.
Step 5: Try Before You Buy (Seriously)
Most platforms offer a free trial or at least a demo. This is where you see if the tool lives up to the marketing copy.
What to do during your trial: - Set up all your social profiles. - Schedule a week’s worth of posts. - Pull a report and see if it gives you what you need. - (If relevant) Test out team approvals and collaboration. - Try replying to a few messages or comments from within the tool (if supported). - Ask support a real question and see how fast they respond.
Pro tip: Don’t just test it yourself. Grab a teammate and see if they can use it without a 30-minute tutorial.
Step 6: Make the Call (and Keep It Simple)
If you’re a typical B2B team: - Buffer is great if you want something straightforward, affordable, and don’t need deep team features. - Hootsuite works if you’re managing a ton of networks, but it’s not cheap. - Sprout Social is for bigger teams that need advanced collaboration and fancy reports. - Agorapulse is a solid middle ground. - Later is probably not for you unless Instagram is your main channel.
Don’t let FOMO push you into buying more than you need. You can always level up later.
Summary: Don’t Overthink It
Picking a social media management platform isn’t about chasing every feature. Write down what you truly need, ignore the hype, and start simple. Most B2B teams do just fine with a basic tool and some good habits. Try a couple of options, see which one feels right, and move on. You can always tweak your setup as your needs grow. Don’t let “finding the perfect tool” keep you from actually getting your social work done.