When it comes to social media publishing, there's so much that you can do or that you may be looking for regarding analytics to how the posts are displayed on the dashboard. Again having met with multiple vendors and as a full-time Hootsuite user for almost a year, there are some aspects of functionality that Hootsuite is lacking either due to API or the pricing tiers. I have had numerous frustrating moments this year where I can't create analytic reports due to discrepancies from what Hootsuite is reporting compared to the native platform. For example Hootsuite is currently reporting that we have 20 more Twitter followers than what Twitter is reporting. At times the range had increased to 200 more followers than what we actually had.
The analytic reporting is the main sore point with me regarding Hootsuite just based on my experience with it this past year. It's frustrating to constantly see discrepancies and then have to repeat yourself over and over in the help desk ticking systems to new representatives that get assigned the ticket (the dedicated customer service rep. can only do so much themselves before opening another ticket on your behalf).
There's also functionality limitations due to the APIs available. For example, I started to incorporate more video files into my social posts this year once I saw an uptick in engagement on those posts (video files, not click-through video links). However, these wouldn't appear on the backend streams once they were published. After some digging and asking around, I found it's due to LinkedIn's API that doesn't support posts with video files? Not completely on Hootsuite's end, but with API limitations and most of their analytic plug-ins created for a Facebook login, I find myself turning to the native analytics more often than not. There's not a lot of functionality for the price beyond just simple social media publish of which a simple work-around could be made. Review collected by and hosted on G2.com.