Enterprise social media management solutions provider HootSuite is adding six new/enhanced Facebook features for its users. Most notable is the ability to perform demographic targeting and messaging for Facebook users.


Making Facebook More Personal

According to HootSuite, almost 40% of the 3 million messages sent via its service every day are sent through Facebook, which is why the company decided to add two new Facebook features for HootSuite Enterprise clients and four others for all users. As mentioned above, Enterprise clients can now individually target Facebook users by demographic criteria including age, gender and interests. In addition, Enterprise users can use geofencing to limit the target audience of posts and messages by language and location of the recipients. 

Also from the HootSuite dashboard, all users can respond to and track private messages sent to Facebook pages, search Facebook, monitor real-time Facebook “likes” and comments and create Facebook event streams.

Furthermore, HootSuite is releasing five new Facebook analytics modules that enable research activities such as tracking reach, monitoring relevant conversations by location and demographic, and performing comparative analysis of Facebook fans and commenters against those of selected competitors.

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HootSuite Connects with the Big Boys

HootSuite clearly seeks to extend the value of its product offerings by connecting them directly to the “big boys” of social media and social business, and then trying to make those connections as useful and far-reaching as possible. Just a few more recent highlights of HootSuite’s many social integrations this year include full access to Google+ Pages in July. As a result of this expanded integration, all paid and free HootSuite users can manage Google+ Pages alongside other social channels. All HootSuite users have access to Google+ Pages functionality in the HootSuite dashboard.

Earlier this past summer, HootSuite refreshed its GetSatisfaction app to include integrations with Facebook and Twitter. Users now have the ability to push and pull content across both platforms from one dashboard. HootSuite also recently launched a collaboration with Yammer, allowing all Yammer users to monitor and reply to Yammer conversations within HootSuite.

‘Comprehensive’ Change Afoot at HootSuite

TheNextWeb approves of the latest changes to HootSuite’s Facebook functionality, saying they make “HootSuite a far more comprehensive package for any business, large or small, that is looking to leverage Facebook with greater effect and accuracy.” In particular, TheNextWeb praises HootSuite for allowing marketers to filter Facebook users by different attributes, which should “please marketing teams that are trying to target specific demographics or potential customers through social networks.”