Let me give you an example where a Community Management tool was CRUCIAL, and not really a ‘nice to have’ option anymore.

A major global FMCG client wanted to run a campaign on multiple countries, and it would involve users submitting an entry through FB Private Messages. So they needed a way to handle millions of incoming PMs and to categorize it according to urgency (product complaints, campaign mechanics, spam, and campaign entries)

In this use case, doing it manually through FB just isnt feasible. They needed a tool that can handle such large scale operation. This particular tool charges 8K USD per user per year, so it easily went up to 50K-100K USD per year for ONE country, for a team of creatives + social media manager + social specialist + community managers.