As a social media professional I use a few tools on a daily basis. If I am to list all of the tools that social media executives use it will be longer but I will just name a few important ones.
Here is a list of tools that should be open on your browser all the time.
Letter Count: This tool is useful for your Twitter as you can count the characters before tweeting. So when Twitter says you have to be more clever this tool comes to rescue.
Social Mention: So you do not have a fancy tool to track mentions of your brand on social media? Behold Social Mention. It is called the ‘Google’ of social media. Run this twice a day to collect most of the mentions related to your brand. Also make a decent report using the sentiment report and top users identified by this tool.
Tweet Reach: A tool that helps you understand how many impression you have got for your tweet. This tool is Twitter specific and gives you a report on impressions on last 50 tweets.
Hootsuite: Personally I do not recommend using Hootsuite for regular Facebook posting as Facebook algorithms do not help scheduling tool to rank on News Feed. Your post might just go unnoticed. But at times when you are on leave or if you want to schedule tweets at odd times like midnight or on weekends this tool works wonders. Schedule the date and time when you want your tweet to go live and leave the rest to Hootsuite.
Bit.ly: This is a link shortening tool and helps you a great deal when you have to shorten a link to insert in a tweet or post. Bit.ly also gives you a report on the clicks that the shortened URL receives. They have had a makeover recently but most of the features still remain.
There are a lot of tools that enthusiasts and innovators have come up with to make tracking mentions, posting and replying easy. But above are the essentials and should be ready on your browser every day.