HootSuite is launching an integration with Webtrends Analytics, a move the company says will increase the range of measurement tools available to HootSuite Enterprise users.
As a result of the integration, HootSuite enterprise users can now create custom, automatically generated reports that show the impact of social media messaging on customer conversion. In addition, users can compare the effect of social media messaging across different channels to determine where engagement is highest.
HootSuite says the integrated Webtrends Analytics capabilities also allow users to evaluate metrics such as which specific social media account or page provides the most valuable traffic, which time of day produces the highest volumes of traffic and engagement, and which specific types of messages and words drive the highest conversion rates.
HootSuite Pursues Integrations
Hootsuite has been aggressively pursuing integrations with a variety of social media networks and service providers to expand the functionality of its enterprise social media management platform. HootSuite is designed to allow users to collaboratively execute campaigns across multiple networks from a single Web dashboard. Integrations and plug-ins make campaign measurement -- and management -- more robust and easier to perform.
In August, HootSuite refreshed its GetSatisfaction app to include integrations with Facebook and Twitter. Users of GetSatisfaction, which was designed to ease the building of online social communities by transforming social media interactions into conversations between companies and customers, now have the ability to push and pull content across both platforms from one dashboard.
In July, HootSuite started offering all users full access to Google+ Pages. As a result of this expanded integration, all HootSuite users (both paid and free) can manage Google+ Pages alongside other social channels, and have access to Google+ Pages functionality in the HootSuite dashboard. In August, HootSuite collaborated with Yammer, allowing all Yammer users to monitor and reply to Yammer conversations within HootSuite.
Other recent notable HootSuite integrations include a partnership with HubSpot for social lead generation and integrations with Instagram and Slideshare, all occurring in June.
In Pursuit of the Holy Grail
According to the Vancouver Sun's "Digital Life" blog, the integration of Webtrends Analytics signals that HootSuite is chasing the “Holy Grail” of corporate social media: ROI. Calling social media ROI “a complex puzzle that taxes companies as they struggle to balance investment in social media with its returns to the bottom line,” the Sun concludes this partnership is “aimed at putting the pieces of that puzzle together, delivering quantifiable results that tell a company or organization exactly how much money they’re making or what their return is for each and every tweet, Facebook post or other social media interaction that delivers a web link through the HootSuite dashboard.”
The integrated HootSuite-Webtrends capabilities are now available free to HootSuite Enterprise and Webtrends Analytics On-Demand clients.