I liked Zuum so much I that when I moved advertising agencies it was the first tool I requested. Other social tools do a great job monitoring conversations and sentiment, there is nothing else that tracks competitive content like I've found with Zuum. It's very easy to set up and use, it covers the majority of mainstream social platforms, and the customer service is beyond compare. It's so nice to be able to select any period of time that is needed to analyze, from a year of data down to a single day. I love that I can see, on an apples to apples comparison, what is working for other competitors or assumed what has been paid content vs. organic. Although it's not the exact same metrics we use for internal report (ER vs engagements / fan base) it's the best way to gauge audience and top performing content across the board.
I wish there was the ability to have more profile accounts (social profiles plugged into Zuum), or a new business account, as when I am requested to do audits it would make my life easier to have all the data in Zuum.
If you want to be able to see social content across your industry on the more popular social media platforms, this pretty much the tool. Between the great customer service along with the reasonable pricing, it's like having someone data mining or pulling a competitive social landscape review for you.
Being able to see what is resonating across platform for our own social channels and also by competitive has come in handy for our clients. We are also able to see posting schedule, volume, creative style, and fan growth across every platform, which has directly impacted our content series and schedule over the past year.