The ease of use! I have been able to manage all my accounts with one platform (which previously would be very time consuming). It takes care off managing multiple platforms so you can focus more energy into your account. Not sure about reporting side but haven't really used it for long enough yet from an analytics point-of view. You're going to need some technical skills in order to set everything up properly as well as have access to third party integrations such as Google Analytics Reporting or MailChimp integration which are not available out of box. If you want something simple then this will do just fine. We've managed our Facebook page using simplysocial and we get great reports that allows us track performance over months instead of days only.