8 Best Social CRM Software for Sales & Marketing 2021

Understand the best social CRM software available with our independent editorial review of the top options and best use cases for each.

Social CRM lets you connect with customers via modern social media sites like Facebook, LinkedIn, Twitter and more. Not only is this helpful in online lead generation, but it’s useful when capturing inbound leads and converting your online traffic into potential customers. Once the conversion has been made, social CRM lets you maintain contact with your demographics in order to gather feedback, solve technical issues and market other products or services.

Check out the top eight social CRMs for sales and marketing:

  • Zoho CRM (Overall Winner): Best for Facebook & Instagram (free starting price)
  • HubSpot CRM: Best for managing multiple social networks (free starting price)
  • Agile CRM: Best for third-party email integrations (free starting price)
  • Nimble: Best for manual social media prospecting ($19 Starting price)
  • Sprout Social: Top solution for Reddit lead generation ($99 Starting price)
  • Zendesk Sell: Best for social media and customer service ($49 starting price)
  • Pipedrive: Best for third-party app integration ($12.50 starting price)
  • Freshsales: Top AI-driven social CRM ($29 starting price)

What is Social CRM Software?

Social CRMs are a type of marketing CRM software specializing in social media integrations and management. In addition to providing the core CRM features you’d expect for successful lead management, it helps take your social media strategy to the next level for finding and engaging with prospects and customers.

How We Evaluated the Best Social CRM Software

We began our evaluation by looking at the options with high levels of social media integration and functionality. Ease of use is next, which covers accessibility for novices and professionals alike, while standard CRM features include the most common features of CRM software in general. Expert score, pricing, and customization round out the scoring criteria.

Evaluation Criteria

We broke our evaluation into six criteria, giving each option a score out of five to determine the best in each individual category as well as the overall best social CRM option for you.

Social Media:
30%
Ease of Use:
20%
Core Features:
15%
Expert Score:
15%
Pricing:
10%
Customization:
10%

Note: All per-user prices include an annual commitment unless otherwise noted.

Overall, we found Zoho CRM to score the highest across our combined criteria. Check out a detailed breakdown of each of our top options below, including which one is right for you.

Zoho CRM: Best For Facebook & Instagram

Solid CRM known for its Facebook and Instagram functionality, also rated our best overall marketing CRM.

Price Range: Free to $52 per user (15-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-full Pricing star-fullstar-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-fullstar-full Social Media star-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-full Expert Score star-fullstar-fullstar-full star-full

Pros:

  • Free version available for everyone
  • Auto-send Facebook leads to CRM
  • Manage Facebook and Instagram

Cons:

  • Learning curve for new users
  • Can have UI bugs and glitches
  • Integrations can be tricky

The best choice for experienced CRM users who want a combination of affordability, accessibility and interactivity, Zoho CRM is ideal for those who rely on Facebook or Instagram to connect with leads or customers. Not only does it monitor customer feedback across the social media sites and more, but it tracks customer-specific social media interactions, adds social media leads to the CRM database, manages your social media accounts, and more.

Zoho CRM Cost

  • Free version available for three users
  • Standard: $14 per user, per month
  • Professional: $23 per user, per month
  • Enterprise: $40 per user, per month
  • Ultimate: $52 per user, per month

Zoho CRM Notable Features

  • Generate Leads from Facebook: Connect Zoho CRM with Facebook to automatically capture incoming leads from ads and form fields via Facebook Lead Ads.
  • Know Your Leads: Automatically connect new leads with social media profiles for even more insight.
  • Monitor Performance: See how your campaigns are doing on Facebook or Instagram with the click of button. View benchmarks on mobile and desktop platforms.
  • Paid vs. Organic Leads: Identify and separate paid and organic leads, letting you know which visitors found you on their own versus which ones clicked on an ad.

Zoho social crm sample interface

Visit Zoho CRM

HubSpot CRM: Best for Multiple Networks

With multiple social integrations, Hubspot is best for managing multiple social platforms; rated our best overall CRM.

Price Range: Free to $1,200 per month (Sales Hub)

Overall Rating star-fullstar-fullstar-fullstar-full Pricing star-fullstar-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Social Media star-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-full star-full Ease of Use star-fullstar-fullstar-full star-full Expert Score star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Create highly shareable content
  • Free tools are usable by everyone
  • Robust third-party apps

Cons:

  • Difficult to import leads
  • Workflow creation is limited
  • More expensive than most options

HubSpot CRM provides native integration for Facebook, LinkedIn, Instagram, Twitter, and more without sacrificing quality. Whereas others tend to provide integration through third-party apps, and some might only be compatible with one major network, HubSpot CRM lets you post directly to social media. Start with the free version, then upgrade to Sales Hub for additional features, including integration with Marketing Hub for an additional monthly cost.

HubSpot CRM Cost

  • Free Plan: Support for unlimited users
  • Sales Hub Starter: $45 per month, starting at 2 users
  • Sales Hub Professional: $450 per month, starting at 5 users
  • Sales Hub Enterprise: $1,200 per month, starting at 10 users

HubSpot CRM Notable Features

  • Multi-Platform Compatibility: HubSpot CRM features native integration with Facebook, LinkedIn and Instagram.
  • Expand Your Presence to YouTube: Sales Hub users that integrate with Enterprise Marketing Hub will also benefit from native integration with YouTube.
  • Built-In SEO: Optimize your search engine placement with automated tips and advice that are automatically delivered during periods of content creation.
  • Social Reporting: Generate reports based on specific, social-centric data, including number of subscribers, daily interactions, long-term engagement levels and more.

Hubspot social crm sample interface

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Agile CRM: Best for Email Integrations

Robust CRM that integrates with all third-party email clients, allowing you to easily manage emails within the CRM.

Price Range: Free to $47.99 per user, per month

Overall Rating star-fullstar-fullstar-fullstar-full Pricing star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-full Social Media star-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-full star-full Expert Score star-fullstar-fullstar-fullstar-full

Pros:

  • Sync multiple third-party accounts
  • Customizable premade templates
  • Automate email campaigns

Cons:

  • Automation doesn’t always work
  • Outdated tutorials
  • Ticketing system is lacking

Agile CRM gives you the advantage of keeping your current email address for all of your future marketing needs. It includes native support for Office 365 and Gmail accounts, but it really stands out due to its IMAP functionality. Since this is the modern standard for most email clients and servers, you shouldn’t run into any compatibility issues.

Agile CRM Cost

  • Free version available for 10 users
  • Starter: $8.99 per user, per month
  • Regular: $29.99 per user, per month
  • Enterprise: $47.99 per user, per month

Agile CRM Notable Features

  • IMAP Compatibility: Keep the current email address and domain you already have with full IMAP compatibility.
  • Email Sync: Easily sync your IMAP, Gmail or Office 365 accounts with the Agile CRM platform. Manage multiple accounts from one location.
  • Email Templates: Choose from a premade email template and then customize it to meet your needs with Agile CRM’s drag-and-drop editor.
  • Automated Email: Schedule automated emails and track the results, including how many emails were open, how many internal links were clicked and more.

Agile social crm sample interface

Visit Agile CRM

Nimble: Best for Manual Social Media Prospecting

General CRM with a proprietary prospecting tool to source contact details and data from social media profiles.

Price Range: $19 per user (14-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-full star-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Social Media star-fullstar-fullstar-fullstar-full Customization star-fullstar-full star-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-fullstar-full Expert Score star-fullstar-fullstar-fullstar-full

Pros:

  • Web-based user interface
  • Native third-party integrations
  • Free onboarding assistance for new users

Cons:

  • Fees for additional contacts
  • Limitations on bulk messaging
  • Lacks dashboard customizations

Fully integratable with G Suite, Microsoft 365, and many popular social media platforms, Nimble makes a great choice for your social CRM. The “Nimble Prospector” plugin really puts it ahead of its competitors, with the ability to create and enrich lead contact records directly from any social media profile, and it’s perfect for those who frequently engage in social media prospecting, direct outreach and sales nurturing.

Nimble Cost

  • Nimble Business: $19 per user, per month

Nimble Notable Features

  • Unify Contact Information: Automatically collect contact information from social media connections, inboxes, calendar appointments, and more
  • Find Additional Profiles: Nimble scans your current contacts and searches the internet for profiles on other social media sites, letting you expand your reach even further.
  • Online Storage: With 2GB of online storage for every user, you’ll have enough space for digital images, spreadsheets, reports and nearly any other file you might need.
  • An Early Pioneer: nimble was amongst the first companies to provide social CRM services, making them one of the original names in a booming industry.

Nimble social crm sample interface

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Sprout Social: Best for Reddit Lead Generation

Perfect for those needing general social media management as well as niche Reddit capabilities.

Price Range: $99 – $249 per user (30-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Social Media star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-full star-fullstar-full Ease of Use star-fullstar-fullstar-full star-full Expert Score star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • No annual service commitments
  • Schedule and publish social posts
  • Automated chatbots for a price

Cons:

  • More expensive vs other solutions
  • User interface needs improvement
  • Lacking key features on mobile

Sprout Social actively monitors conversations based around the specific keywords and topics you choose. It also lets you refine your research by filtering your target audience based on age, gender, geographic location and more. Finally, Sprout Social combines your inboxes from other sites, like Facebook and LinkedIn, to provide a centralized communication hub for all of your social needs.

Sprout Social Cost

  • Standard: $99 per user, per month
  • Professional: $149 per user, per month
  • Advanced: $249 per user, per month

Sprout Social Notable Features

  • Track Reddit Conversations: Monitor and track conversations across Reddit to access raw data — directly from the public — concerning your product, service or brand.
  • Native Integrations: Built-in compatibility with the most popular social media sites, including Reddit, eliminates the need for third-party apps.
  • All-In-One Social Inbox: Interact with messages from Facebook, LinkedIn, Twitter and Instagram from a single inbox.
  • Support Multiple Social Profiles: Sprout Social supports up to 10 separate social media profiles with their higher pricing tiers.

SproutSocial social crm sample interface

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Zendesk Sell: Best for Support Teams

Offering a sales and service platform, Zendesk Sell lets your service team engage with customers on social media.

Price Range: $19 – $99 per user, per month (30-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-fullstar-full Social Media star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-full star-full Expert Score star-fullstar-full star-fullstar-full

Pros:

  • Run support desk on social media
  • Team-oriented collaboration
  • Extended online knowledge base

Cons:

  • No tracking for goals or activities
  • Can have software glitches & bugs
  • Email integration is too slow

As a virtual or online help desk, Zendesk Sell fulfills a vital role in the sales pipeline. Not only does it provide native support for Facebook and Twitter, allowing you to respond to messages and tweets, but it provides customized services to accommodate your specific industry and customer demographics.

Zendesk Sell Cost

  • Sell Team: $19 per agent, per month
  • Sell Professional: $49 per agent, per month
  • Sell Enterprise: $99 per agent, per month

Zendesk Sell Notable Features

  • For Facebook and Twitter Users: Native integration for both Facebook and Twitter automatically turns incoming conversations into customer support tickets.
  • Industry-Specific Approach: Zendesk has different features designed for customer support in retail, hospitality, eCommerce and more.
  • Save Time with Macros: Create macros to automatically fill forms and fields with predefined messages.
  • Online Resources: Access a trove of online resources, including helpful blog posts that help optimize your customer outreach strategies.

Zendesk social crm sample interface

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Pipedrive: Best for Third-Party Integrations

Highly-visual, kanban-style CRM with a robust marketplace of third-party app integrations for social media customization.

Price Range: $12.50 – $99 per user, per month (14-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-full star-full Social Media star-fullstar-full star-fullstar-full Customization star-fullstar-fullstar-full star-full Ease of Use star-fullstar-fullstar-full star-full Expert Score star-fullstar-fullstar-fullstar-full

Pros:

  • Entry-level tiers are affordable
  • Robust free and paid integrations
  • Mobile compatibility with Android and iOS

Cons:

  • No native support for social media
  • Reporting tools need improvement
  • Higher tiers can be expensive

Salespeople who want to customize their social CRM with third-party apps will benefit most from Pipedrive’s 150+ integrations. If this wasn’t enough, you can add even more functionality with higher pricing tiers or by subscribing to various add-on services. Apps like “Quickdialog” let you combine your social media messages with your email and third-party messaging apps, while “Missive” provides a team-based approach to customer support via Pipedrive and social media.

Pipedrive Cost

  • Essential: $12.50 per user, per month
  • Advanced: $24.90 per user, per month
  • Professional: $49.90 per user, per month
  • Enterprise: $99 per user, per month (at least 10 users required)

Pipedrive Notable Features

  • Third-Party Integrations: Connect with your favorite apps via Zapier, including Facebook, LinkedIn, Twitter, GitHub, Spotify, Trello and more.
  • Pipedrive Marketplace: The Pipedrive Marketplace boasts even more integration, including Zoom, Slack, Microsoft Teams and more.
  • Add-On Services: Expand Pipedrive’s native functionality with their LeadBooster or Web Visitors add-on services.
  • Pipedrive Blog: Not only does their official blog keep you up-to-date on any news or upgrades, but it also provides helpful advice for your social media strategy.

Pipedrive social crm sample interface

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Freshsales: Top AI-Driven Social CRM

Robust CRM with advanced AI capabilities that can automatically respond to social media interactions.

Price Range: Free to $69 per user, per month (21-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Pricing star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-full Social Media star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-full star-full Expert Score star-fullstar-fullstar-full star-full

Pros:

  • Robust third-party integrations
  • Chatbots & live chat at free tier
  • Easy-to-use user interface

Cons:

  • Requires third-party social integration
  • Chatbots difficult on Facebook
  • Customer support can be better

Introduced just a few short years ago and still receiving regular updates, Freshsales' Freddy AI is a full-scale artificial intelligence platform that’s meant to enrich the customer experience at every touchpoint. This includes social media, where Freddy AI can automatically respond to posts and even learn new information from customer records.

Freshsales Cost

  • Free Version: Support for unlimited users
  • Growth: $15 per user, per month
  • Pro: $39 per user, per month
  • Enterprise: $69 per user, per month
  • Free Trial: 21 days

Freshsales Notable Features

  • Freddy AI: Automatically respond to queries and keywords when using Freddy AI with Facebook Messenger, email or live chat.
  • Unique Third-Party Apps: The Freshsales Marketplace has some unique apps to assign new handles, track reviews on the Google Play Store and more.
  • LinkedIn Functionality: Triggers let you automatically take action based on new accounts, new deals or new contacts.
  • Customer-for-Life Cloud: Freshsales offers access to many free tools that are helpful during your company’s entire lifespan.

Freshworks social crm sample interface

Visit Freshsales

Bottom Line: Best Social CRM Software

From live chat to interactive forms, advertisements and everything in between, the most successful salespeople know how to utilize social media to its fullest extent. However, with so many different approaches available, it can be tough to find the one that’s right for you. By narrowing down your choices to the best general options available, you can easily refine your search and locate the perfect solution for your needs.

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