Vocus and Cision are both powerful and popular PR monitoring and management systems. Both provide PR and social media professionals with extensive capabilities for tracking and growing media coverage of their organizations or clients. Among their features:
- • An extensive database of professional journalists and social media influencers, with biographical information.
- • Ability to monitor media coverage and brand mentions across a very wide range of sources.
- • Capability to set up monitoring profiles for multiple keywords, topics, companies and products.
- • Competitive and share-of-voice analysis and reporting.
- • Optional social media monitoring and management.
- • Online news release distribution.
So which is best? Well, “best” is obviously a subjective term, a matter of opinion. And people can reasonably hold different opinions. The fact is, both tools can do the job pretty well (hence their popularity). But there are clear differences between them. If your company or agency is weighing a decision on selecting a PR and social media monitoring and management tool (or perhaps making a change), here are five areas of comparison you may find helpful.
Both tools offer extensive databases of publications, media professionals and bloggers. In the judgment of the PR professionals I work with, Cision’s database is just a bit more comprehensive.
User experience, unfortunately, isn’t a strength of either system. Both tools have complex, cumbersome user interfaces and are unnecessarily difficult to use. Both could benefit from a major UX/UI upgrade. The Cision interface is slightly better, but it’s like saying the Windows 95 interface is better than Windows 3.1. True, but neither meet modern standards for clarity and usability.
Overall, the Vocus team was outstanding to work with during our trial. They were friendly, knowledgeable, and training was customized to our needs and around our schedules. The company doesn’t quite merit an “A” only because there were some inconsistencies between individuals. But overall, Vocus customer service was excellent. Cision’s service on the other hand was dreadful. Training was regimented, and waiting 48 hours for a non-helpful response to an email is unimpressive. The company could clearly use some improvement in this area.
Online News Release Distribution
Vocus owns and utilizes PRWeb for its online distribution; Cision uses GlobeNewswire. According to an analysis from Comscore and Experian, as well as evaluations from other sources, PRWeb ranks among the best services for both media reach and SEO. GlobeNewswire takes up the rear.
Social Media Monitoring
This is a tough criteria to grade because while both tools offer this option and perform social media monitoring and management quite well, the two vendors take completely different approaches. Vocus built its own tool, which is fully integrated into its PR monitoring system; Cision white-labels the Radian6 social media monitoring tool.
The advantages to the Vocus approach are that integration means one database, one system, and unified results and reporting. Also, since they own the tool, Vocus has the flexibility to negotiate on price with prospective buyers, who may thus get a better deal. Integration means there is only one user interface to learn. The downside: it’s the Vocus interface.
The benefit of Cision’s best-of-breed approach, on the other hand, is that the system combines the extensive Cision media database with the power of the highly-regard Radian6 tool for social media monitoring. The disadvantages are in pricing and the need to learn two separate systems. Also, the freshness and elegance of the Radian6 UI makes the clunkiness of the Cision interface even more obvious. It’s like parking a Ferrari next to an old Buick station wagon.
Other areas on which the decision is pretty much a wash include the amount of historical data available (both are limited to a few months, and could use improvement in this area) and search speed: Google can return a search on its index of the entire web in milliseconds, while it takes both of these tools several seconds to provide results from a much smaller database. Cision may be just slightly faster, but it’s not a big difference.
In the end, it’s a tough decision. Either tool will provide robust PR and social media monitoring management capabilities; it’s a matter of which strengths you need and which disadvantages you can live with.
So, you may ask, what decision did the b2b technology marketing and PR agency I work with make? A mix. We went with Cision for PR monitoring and management (a consensus decision, though not a unanimous one), but use PRWeb for online news release distribution. We use a mix of tools for social media monitoring, not having settled on one tool that can “do it all” tool yet.
Got an opinion on which tool is best? Leave a comment.
FTC Disclosure: I have no financial interest in either product—no dog in this fight. Both vendors provided free trials of their software systems for evaluation purposes. Other than those trials, there was no compensation offered or provided for this review.