Agorapulse - Detailed Review
Summarizer Tools
Agorapulse - Product Overview
Overview of Agorapulse
Agorapulse is a comprehensive social media management platform that caters to the needs of individuals, businesses, and enterprises. Here’s a brief overview of its primary function, target audience, and key features:Primary Function
Agorapulse is designed to streamline and optimize social media management. It allows users to schedule posts, monitor engagement, analyze performance metrics, and manage community interactions across multiple social media platforms, including Facebook, Instagram, Twitter, and more.Target Audience
The platform is targeted at social media managers, agencies, and brands of various sizes. It is particularly popular among companies with 20-49 employees, as well as smaller and medium-sized enterprises.Key Features
Advanced Social Inbox
Agorapulse offers a smart social inbox that consolidates messages, comments, mentions, and reviews from multiple social media accounts into one place. This feature includes advanced filtering, automated rules for organizing inboxes, and the ability to assign messages to team members.Custom Reporting
Users can create custom-built reports with the metrics of their choice, accessing social channel data for up to 24 months. This includes campaign performance metrics, community management reports, and the option for scheduled, automatic reports through the Power Reports feature.Audience Insights
Agorapulse provides detailed demographic data about your followers, including age, gender, location, country, city, and language. It also offers engagement analytics, such as reactions, clicks, comments, private messages, and shares, helping you understand what drives engagement and identify patterns over time.Social Listening and Engagement
The platform includes tools for tracking brand mentions and extracting valuable insights, enabling proactive engagement with audiences. This is crucial for managing online brand reputation and customer relationships.Content Management
Agorapulse allows for bulk publishing of content, content queues, and the use of a Chrome extension to grab additional content. Users can import posts from CSV files, websites using RSS feeds, or groups of pictures.Social Media ROI
The platform integrates with Google Analytics and GA4, enabling users to track customer engagement across multiple devices and make data-driven decisions to optimize their social media strategy.User-Friendly Interface
Agorapulse is known for its straightforward and user-friendly interface, which simplifies onboarding and daily operations. It also offers extensive help documents, tutorials, and a free certification program to assist users in leveraging its features effectively. Overall, Agorapulse is a versatile and user-friendly tool that helps social media managers streamline their tasks, analyze performance, and engage more effectively with their audiences. Agorapulse - User Interface and Experience
User Interface of Agorapulse
The user interface of Agorapulse is renowned for its intuitiveness and ease of use, making it a standout in social media management tools.
Intuitive and User-Friendly
Agorapulse boasts a user-friendly UI/UX that significantly boosts team productivity. The platform is designed to be simple and accessible, allowing users to save up to 50% of their content creation time. This is achieved through a clear and organized dashboard that centralizes all social media marketing activities, eliminating the need to jump between different social networks and tools.
Centralized Management
The interface allows users to manage multiple social media accounts from a single location, including Facebook, Instagram, X (formerly Twitter), and LinkedIn. This centralization enables a comprehensive view of all scheduled posts, making it easy to plan, publish, and adjust content as needed. The content calendar feature provides a visual overview of all posts, both past and future, ensuring complete control over what is being published.
Team Collaboration
Agorapulse facilitates seamless team collaboration. Multiple team members can respond to messages, monitor social conversations, and engage with followers from a unified inbox. This feature helps in tracking who is responding to which messages, ensuring prompt and coordinated responses. The platform also allows for internal notes and labels to be added to inbox items, enhancing team efficiency and communication.
Reporting and Analytics
The platform offers comprehensive reporting and analytics tools, all accessible from a single location. Users can generate detailed reports on audience engagement, impressions, and post performance. The recent introduction of AI-powered mobile analytics summaries further simplifies report generation, providing clear and concise explanations of key data points.
Support and Feedback
Agorapulse is backed by a highly responsive support team, known for their quick response times (average of 30 minutes or less) and high user satisfaction rating of 96%. The platform also encourages user feedback, with the development team actively incorporating user suggestions into new features and updates.
Mobile Optimization
The interface is optimized for mobile use as well, with features like inbox search, AI-generated analytics summaries, and a centralized notification center. These mobile features ensure that users can manage their social media tasks efficiently even when they are not at their desks.
Conclusion
Overall, the user experience on Agorapulse is characterized by its ease of use, streamlined workflow, and strong support. It is designed to make social media management more efficient, saving time and reducing errors, making it an excellent choice for both small businesses and large enterprises.
Agorapulse - Key Features and Functionality
Agorapulse Overview
Agorapulse is a comprehensive social media management tool that integrates various features, including some powered by AI, to help users manage and optimize their social media presence. Here are the key features and how they work, particularly focusing on AI-driven functionalities:Social Publishing and Content Management
Agorapulse allows users to create, manage, and schedule content across multiple social media channels. This feature is highly rated by users, with 88% satisfaction based on 512 reviews.AI Integration
- AI Integration: While the core publishing feature itself is not AI-driven, the content can be enhanced using the Writing Assistant (explained below).
Writing Assistant
The Writing Assistant is an AI-powered tool that helps users improve their content to boost engagement and reach on social media.How it Works
- How it Works: Users enter their initial copy, apply a filter, and let the AI enhance the text. This tool can adjust the tone, length, and formatting of the content to make it more engaging and suitable for different social media platforms.
Benefits
- Benefits: It saves time and helps create captivating content that resonates with the audience. Users can test different approaches and tones to see what works best.
Social Analytics and Reporting
Agorapulse provides extensive analytics and reporting features, including competitor analysis, follower analysis, and post performance metrics.AI Integration
- AI Integration: While the analytics itself is not primarily AI-driven, the automated reporting features, such as Power Reports, can be customized to provide detailed insights. These reports can be scheduled automatically, providing regular updates on key metrics.
Social Engagement
Agorapulse centrally manages social media content and conversations across multiple channels, including comments, ad comments, mentions, and reviews.Inbox Assistant
- Inbox Assistant: This feature uses rules to automatically clean up and organize the inbox, assigning messages to team members as needed. While not explicitly AI-driven, it automates routine tasks efficiently.
Campaign Optimization
This feature identifies trends in social media campaigns, such as optimal posting times, to improve performance.AI Integration
- AI Integration: The optimization is based on data analysis, which can be seen as a form of AI-driven insight, though it is not explicitly stated as such. It helps in making data-driven decisions to enhance campaign performance.
Content & Collaboration
Agorapulse includes features like a content calendar, shared inbox, and user permissions.AI Integration
- AI Integration: The Writing Assistant can be used in conjunction with these features to enhance the content before it is scheduled or published.
Monitoring & Listening
Agorapulse allows for social measurement and monitoring of hashtags and trends across social media platforms.AI Integration
- AI Integration: While the monitoring itself is not AI-driven, the ability to analyze and report on these metrics can be enhanced by the overall analytics capabilities of the platform.
Conclusion
In summary, Agorapulse’s AI integration is most prominent in its Writing Assistant, which enhances content creation. Other features, while not explicitly AI-driven, benefit from automated and data-driven insights that help in managing and optimizing social media presence effectively. Agorapulse - Performance and Accuracy
Accuracy and Performance
Agorapulse is highly regarded for its accurate and comprehensive reporting capabilities. The platform’s “Power Reports” feature stands out by eliminating human error, ensuring accurate data, comparisons, and even competitor snapshots. This is achieved through the Agorapulse Barometer, which automates the process of data collection and analysis, making it a reliable tool for social media managers and agencies.
AI-Driven Analytics
Agorapulse’s latest updates include an AI-powered mobile analytics summary, which allows users to generate clear and concise reports. This feature covers key sections such as Audience, Impressions, Engagement, and Best posts, providing valuable insights that can significantly impact social media strategies. This AI-driven approach helps in saving time and focusing on the most impactful insights.
Limitations
While Agorapulse offers strong reporting and analytics features, there are some limitations, especially when using the mobile app. For instance, users cannot export reports, view competitors’ reports, or use advanced publishing features like targeting or republishing through the mobile app. Additionally, certain settings such as team management, subscription, and billing cannot be managed via the mobile app.
Engagement
Agorapulse supports strong engagement tools, including an advanced social inbox that integrates comments and messages from various social media accounts. The platform also features social listening and filters that make it easier for teams to manage and respond to conversations. The inbox search function allows for quick replies and helps in maintaining consistency in brand messaging.
Areas for Improvement
One area for improvement is the pricing and feature accessibility. While Agorapulse offers comprehensive features, the cost can be prohibitive, especially for smaller users. For example, Power Reports, which are essential for detailed analytics, come at an additional cost. Additionally, the support for the smallest plan users is limited to email support without priority, which has led to some user dissatisfaction.
Conclusion
In summary, Agorapulse performs well in terms of accuracy and engagement, thanks to its automated reporting features and AI-driven analytics. However, there are limitations, particularly with the mobile app, and some areas where the pricing and support could be improved to better serve all users.
Agorapulse - Pricing and Plans
Agorapulse Pricing Plans
Agorapulse, a comprehensive social media management tool, offers a clear and structured pricing plan to cater to various needs. Here’s a breakdown of their pricing and the features included in each plan:
Free Plan
- Cost: $0 per month
- Social Profiles: 3
- Users: 1
- Features:
- 10 scheduled posts
- Basic reporting
- Google Analytics integration
- Basic social media ROI report
- Basic social inbox
- Mobile app (X Lite)
- Email support
- Data retention (1 month)
This plan is ideal for individuals managing a small number of social media profiles and is a good starting point for those new to social media management.
Standard Plan
- Cost: $49 per month (monthly billing), $39 per month (annual billing)
- Social Profiles: 10
- Users: 1 (additional users can be added at the same cost as the first user)
- Features:
- Unlimited scheduled posts
- Unified calendar
- Content library (10 images/2 videos)
- Draft posts
- Advanced social inbox
- Inline translation
- Manage GMB reviews
- Automated inbox assistant
- Basic report export
- White-label reporting
- Data retention (6 months)
This plan is suitable for small businesses looking to manage their social media presence effectively.
Professional Plan
- Cost: $79 per month (monthly billing), $63 per month (annual billing)
- Social Profiles: 10
- Users: 1 (additional users can be added at the same cost as the first user)
- Features:
- All features from the Standard plan
- PulseLink in bio
- First comment scheduling (Instagram, Facebook, LinkedIn)
- X (Twitter) threads scheduling
- Team workflow
- Canva integration
- Calendar notes
- Basic Ad Comment Monitoring
- TikTok & LinkedIn ad comments monitoring
- Team performance reports
- Priority email & chat support
This plan is geared towards agencies and larger teams managing multiple clients and social profiles.
Advanced Plan
- Cost: $119 per month (monthly billing), $95 per month (annual billing)
- Social Profiles: 10
- Users: 1 (additional users can be added at the same cost as the first user)
- Features:
- All features from the Professional plan
- Additional advanced analytics and reporting tools
- Enhanced team collaboration features
- More comprehensive ad comment monitoring
This plan is best for larger teams and organizations that require advanced features for comprehensive social media management.
Custom Plan
- Cost: Custom pricing (contact sales team for details)
- Features: Customized to meet specific business needs. This plan is for organizations with unique requirements that the standard plans do not cover.
Additional Costs and Discounts
- Extra Profiles: You can purchase additional social profiles for $15 per month on all plans except the Custom plan.
- Additional Users: Each additional user costs the same as the first user on all plans.
- Non-Profit Discount: Agorapulse offers a 25% discount on monthly plans and a 15% discount on annual plans for non-profit organizations.
Trial and Billing
Agorapulse offers a 30-day free trial with no credit card required, allowing you to test the features before committing to a plan. You can choose between monthly and annual billing, with a 20% discount available for annual payments.
Agorapulse - Integration and Compatibility
Agorapulse Overview
Agorapulse, a comprehensive social media management platform, integrates seamlessly with a variety of tools and is compatible across several platforms and devices, making it a versatile and efficient solution for managing social media activities.
Integrations with Other Tools
Agorapulse offers several key integrations that enhance its functionality and streamline your social media management:
HubSpot and Salesforce
These CRM integrations, available on the Custom plan, allow you to link contacts or create new leads directly from the Agorapulse Social Inbox. This integration helps in personalizing responses, managing leads effectively, and tracking the ROI of your community management activities.
Slack
The Slack integration, also available on the Custom plan, enables you to receive real-time notifications within Slack for various events in Agorapulse, such as assigned inbox items, publishing post approvals or rejections, and post failures. This keeps your team updated without the need to switch between platforms.
Google Drive
This integration allows you to access media stored in Google Drive directly from the Agorapulse publishing screen, saving time and keeping your content organized.
Google Analytics (GA4)
Agorapulse integrates with GA4 to provide insights into which social posts and conversations are driving sales, leads, and traffic. You can merge data to create insightful reports, helping you refine your social media strategies based on real data.
Canva
The Canva integration lets you design and edit graphics directly within the Agorapulse publishing screen. You can access Canva’s AI features, templates, and stock images without leaving the platform.
Compatibility Across Different Platforms and Devices
Agorapulse is compatible with the latest versions of major web browsers, ensuring smooth performance and a positive user experience:
Web Browsers
Agorapulse works well with Google Chrome, Mozilla Firefox, Safari, and Microsoft Edge. It is recommended to use the latest version of these browsers to avoid issues like slow loading times and reduced functionality.
Mobile Devices
Agorapulse offers a mobile app and a Companion app that centralizes all your notifications in one place. This allows you to manage your social media activities efficiently while on the go. The mobile app also includes features like AI-generated reports and inbox search, making it easier to interact with followers and monitor brand messaging.
Team Collaboration and Reporting
Agorapulse is also known for its collaboration features and comprehensive reporting capabilities:
Collaboration
The platform allows you to assign roles to team members, delegate inbox items, and share internal notes. This ensures everyone is on the same page and can manage social media tasks efficiently.
Reporting
Agorapulse provides full reporting capabilities, including team performance reports. With the Power Reports add-on, you can export custom PDF and CSV reports, adding your own agency logo if needed.
In summary, Agorapulse integrates well with various tools to enhance social media management, and it is compatible with major web browsers and mobile devices, making it a reliable and efficient solution for managing social media activities.
Agorapulse - Customer Support and Resources
Agorapulse Customer Support Overview
Support Channels
- All Agorapulse users have access to customer support via email. This is a universal option regardless of the subscription plan.
- Users on the Professional and Advanced plans also have access to chat support, which allows for quicker responses.
- For Custom plan users, additional support includes phone support, ensuring the most immediate assistance possible.
Response Times
- The response times vary based on the subscription plan. Standard users can expect a response within six hours, while Professional and Advanced users can get responses in under two hours and one hour, respectively. Custom plan users receive responses in 30 minutes or less.
Additional Support Features
- Custom plan users benefit from having a dedicated account manager who can address any questions or concerns. This plan also includes quarterly business reviews to ensure maximum value from the platform.
Training and Resources
- All users have access to training materials to help them get started. Group training is included in all plans, while the Custom plan offers one-on-one training, which is particularly useful for agencies and enterprises.
User Satisfaction and Efficiency
- Agorapulse boasts an average response time of 30 minutes or less and a 96% user satisfaction rating, indicating a high level of customer support quality.
Interactive Support Tools
- Users can initiate support conversations through the orange chat widget or the help menu within their Agorapulse account. This makes it easy to contact support directly from the platform.
By providing these various support channels and resources, Agorapulse ensures that users can quickly resolve issues and make the most out of the platform.
Agorapulse - Pros and Cons
Advantages of Agorapulse
Agorapulse offers several significant advantages that make it a popular choice for social media management:
- Intuitive Interface: The platform is known for its clear and user-friendly interface, making it easy for users to learn and utilize its features.
- Constant Development: Agorapulse continuously improves its platform, introducing new features and staying ahead of competitors.
- Efficient Social Media Management: It allows users to manage multiple social media accounts, view urgent messages, respond directly to customers, and schedule posts all in one place, saving time and increasing efficiency.
- Excellent Customer Support: Agorapulse provides top-notch customer support, responding promptly to queries and issues with a friendly approach.
- Advanced Reporting: The platform offers advanced reporting features, including AI-powered mobile analytics summaries, which simplify the process of sharing social media ROI with executives and stakeholders.
- Team Collaboration: Agorapulse enhances team collaboration by allowing multiple team users, assigning posts, and creating draft posts. It also includes features like automated moderation rules and a queuing system for evergreen content.
- Automation Features: The platform automates several tasks, such as scheduling social media reports, summarizing performance, and recycling content, which can save a significant amount of time for teams.
Disadvantages of Agorapulse
Despite its many advantages, Agorapulse also has some notable disadvantages:
- Inadequate Analytics: Some users find the analytics provided by Agorapulse to be insufficient, lacking in depth and detail.
- Payment Issues: There have been reports of difficulties with the payment process, particularly when company policies require payment by check using an invoice.
- Website Stability Issues: Some users have experienced issues with the website crashing and consuming a lot of RAM when uploading CSVs.
- Limited Instagram Functionality: Agorapulse has limitations in areas like Instagram stories, direct posting from the platform, and posting multiple photos on Instagram due to Instagram’s API limits.
- High Cost for Small Businesses: The pricing structure and profile limits can make Agorapulse costly for small businesses, especially when considering currency exchange rates.
- Lack of Enterprise Support and Specific Tools: Agorapulse lacks enterprise-level support and specific tools for platforms like Twitter and Pinterest. It also does not have a unified feed or an assets library.
By weighing these pros and cons, users can make an informed decision about whether Agorapulse is the right fit for their social media management needs.
Agorapulse - Comparison with Competitors
When Comparing Agorapulse to Competitors
When comparing Agorapulse to its competitors in the AI-driven social media management and summarizer tools category, several key features and differences stand out.
Unique Features of Agorapulse
Inbox Search and AI Analytics Summary
Inbox Search and AI Analytics Summary: Agorapulse offers an advanced inbox search feature that allows users to search specific keywords and phrases, helping in quick replies and consistent brand messaging. The AI-powered mobile analytics summary generates clear and concise reports, covering sections like Audience, Impressions, Engagement, and Best posts.
Shared Calendars and Saved Hashtags
Shared Calendars and Saved Hashtags: Agorapulse provides shared calendars that enable two-way communication between agencies and clients, allowing clients to review and give feedback on upcoming social media posts. Additionally, users can create and reuse banks of saved hashtags to stay on brand and track hashtag results.
Automated Reporting
Automated Reporting: Agorapulse allows users to schedule social media reports on a weekly or monthly basis, automating the process and saving time. These reports can be sent to both internal team members and external stakeholders.
Notification Center
Notification Center: The platform offers a centralized hub for managing all mobile notifications, reducing the risk of missing important actions and deadlines.
Alternatives and Comparisons
SocialPilot
SocialPilot: SocialPilot is a notable alternative that offers more detailed analytics and White Label reports, which Agorapulse lacks. SocialPilot also has an easy scheduling and content management tool powered by AI, ensuring consistency across platforms. However, Agorapulse has higher user ratings on sites like G2 and Capterra.
Sendible
Sendible: Sendible stands out for its advanced features and customizability. It has more accessible and user-friendly reporting features compared to Agorapulse. Sendible is a good option for organizations seeking a blend of advanced features and ease of use.
Sprinklr
Sprinklr: Sprinklr, while offering AI-generated and recently used hashtag capabilities, lacks the shared calendar feature with two-way communication that Agorapulse provides. Agorapulse is generally easier to use and set up, with higher ratings in customer support and product direction.
Key Considerations
Ease of Use
Ease of Use: Agorapulse is known for its ease of use, setup, and administration, making it a user-friendly option compared to competitors like Sprinklr.
Feature Set
Feature Set: Agorapulse covers a wide range of social media marketing tasks, including publishing, keyword monitoring, social media analytics, social listening, and community management. This comprehensive feature set makes it a strong contender in its category.
In summary, Agorapulse stands out with its AI-driven analytics summaries, shared calendars, and automated reporting features. While alternatives like SocialPilot and Sendible offer more detailed analytics and customizability, Agorapulse’s ease of use and comprehensive feature set make it a strong choice for many users.
Agorapulse - Frequently Asked Questions
Frequently Asked Questions about Agorapulse
What is Agorapulse?
Agorapulse is a social media management platform that helps businesses, agencies, and marketers manage their social media presence. It offers tools for scheduling posts, monitoring social conversations, engaging with followers, and analyzing performance across various social media platforms.Can I use Agorapulse for free?
Yes, Agorapulse offers a Free plan that allows you to create one user account and manage up to 3 social profiles. This plan includes features such as 10 scheduled posts, a basic social Inbox, basic reporting, and a limited Social Media ROI report. There is also a 30-day free trial available for the paid plans, which does not require a credit card.What are the different pricing plans offered by Agorapulse?
Agorapulse has four main pricing plans:- Free: $0/month, 1 user, 3 social accounts
- Standard: $79/month (annually) or $99/month (monthly), 1 user, 10 social accounts
- Professional: $119/month (annually) or $149/month (monthly), 1 user, 10 social accounts, with additional features
- Advanced: $149/month (annually) or $199/month (monthly), 1 user, 10 social accounts, with all features from the Professional plan plus more advanced analytics and reporting.
How can I add extra social profiles or users to my Agorapulse plan?
You can add extra social profiles to any plan (except the Free plan) at a cost of $10/profile/month when billed annually or $15/profile/month when billed monthly. Additionally, you can add unlimited users to your plan, with each additional user costing the same as the first user.What kind of support does Agorapulse offer?
Agorapulse is known for its industry-leading customer support. The support team is responsive, with an average response time of 30 minutes or less and a 96% user satisfaction rating. Support is available to assist with any queries, concerns, or technical issues you might encounter.Can bigger teams or agencies use Agorapulse?
Yes, Agorapulse is suitable for teams and agencies of all sizes. It offers robust collaboration features such as task assignment and shared content calendars, making it a good fit for managing multiple social media accounts with diverse clients and platforms.How can I request a personalized demo to see whether Agorapulse fits my needs?
You can request a personalized demo by filling out a short demo request form on the Agorapulse website. There is also an on-demand demo video available if you prefer to explore the platform at your own pace.What makes Agorapulse different from other social media management tools?
Agorapulse stands out due to its streamlined workflow, more features, and better support at a more affordable price compared to other popular tools. It also offers unique features like the ability to track sales, traffic, and leads generated from organic social media posts, and it has won awards in categories such as usability, results, and user satisfaction.How does Agorapulse help with team collaboration?
Agorapulse enhances team collaboration by removing internal friction through features like task assignment, shared content calendars, and unified publishing. This helps teams work more efficiently and ensures that all stakeholders are on the same page.What are some of the key features of Agorapulse?
Key features include post scheduling, a unified social Inbox, basic to advanced reporting, Social Media ROI analysis, and AI-powered analytics summaries. Additionally, Agorapulse offers a mobile app and a Notification Center to manage all your notifications in one place. Agorapulse - Conclusion and Recommendation
Final Assessment of Agorapulse
Agorapulse is a comprehensive social media management tool that offers a wide range of features designed to streamline and optimize social media strategies. Here’s a breakdown of its key benefits and who would most benefit from using it.
Key Features
- Social Media Monitoring and Listening: Agorapulse allows users to monitor conversations about their brand, competitors, and industry trends across social networks, news websites, and blogs. This feature is crucial for tracking brand mentions, sentiment analysis, and identifying emerging trends.
- Social Media Analytics and Reporting: The platform provides in-depth analytics and customizable reports on audience demographics, engagement metrics, and campaign performance. This helps users make data-driven decisions and optimize their social media strategies.
- Content Management and Scheduling: Agorapulse enables users to schedule posts, manage content calendars, and bulk import posts for efficient content publication. It also includes features like approval workflows and shared inboxes to facilitate team collaboration.
- Engagement and Customer Experience: The tool helps in managing social media conversations, responding to customer inquiries, and analyzing customer feedback to improve customer experiences. It also includes AI-powered analytics summaries and inbox search features to enhance responsiveness.
- Competitor Analysis: Users can monitor competitors’ social media activities, compare performance metrics, and identify new opportunities for content creation and engagement.
Who Would Benefit Most
Agorapulse is versatile and caters to a wide range of users, including:
- Small Businesses: These can leverage Agorapulse to manage their social media presence efficiently, engage with their audience, and gain valuable insights into audience behavior without significant resource investment.
- Marketing Agencies: Agencies can use Agorapulse to manage multiple client accounts, optimize workflows, and provide actionable insights to clients. The multi-account management and customizable reporting features are particularly beneficial.
- Enterprises: Large organizations can utilize Agorapulse’s advanced analytics and reporting capabilities to refine their social media strategies, track brand health, and stay ahead of industry trends.
Overall Recommendation
Agorapulse is highly recommended for any business or organization looking to streamline their social media management, enhance engagement, and make data-driven decisions. Its comprehensive set of features, including social media monitoring, analytics, content management, and competitor analysis, make it an essential tool for maintaining a strong online presence.
Given its user-friendly interface, scalability, and the ability to cater to various business sizes and types, Agorapulse is an excellent choice for those seeking to optimize their social media strategies and improve overall online performance.