HootSuite Media Inc.



HootSuite Media Inc.

March 08, 2012 08:00 ET

HootSuite Partners with Adobe to Help Marketers Calculate Social Media ROI

The integration between HootSuite™ Enterprise Social Media Management System and Adobe® Digital Marketing Suite connects social media messages to website conversions and stats; this integration brings social media practitioners the kind of measurement prevalent in SEO, SEM and display markets.

VANCOUVER, BRITISH COLUMBIA--(Marketwire - March 8, 2012) -

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HootSuite, the social media management system of choice for businesses and organizations using social media for audience engagement, today announced its integration with the Adobe® Digital Marketing Suite to partner on tools that help marketers track social media ROI. In this integration, HootSuite's engagement functionality works with Adobe® Genesis® to automatically calculate on-site social media ROI by directly connecting social media engagement with website conversions and statistics. This provides marketers with actionable data that they can use to quickly adjust marketing strategies and achieve the best results. The integration with Adobe Digital Marketing Suite is available immediately to HootSuite's Enterprise customers worldwide.

By partnering with Adobe Genesis, HootSuite gives Enterprise clients an unprecedented level of information on social engagement ROI, answering questions that were not possible to answer until now, including:

  • Message Efficacy: How many on-site conversions were driven from this message?
  • Employee ROI: Which one of my employees is driving the most revenue from social?
  • Social Account Success: Month-over-month, which Twitter handle drives the highest amount of qualified traffic?
  • Social Network Value: Which social media platform provides the greatest ROI per post?
  • Optimal Time of Day: Which time of day is most effective to drive traffic?

Publishing media conglomerate and HootSuite Enterprise client, Hearst Corporation, actively uses HootSuite with the Adobe Genesis integration and speaks to their experience:

"Through integrating HootSuite data into the Adobe Digital Marketing Suite, Hearst is able to automatically track social media ROI across Twitter, Google+, and Facebook," says Brian Madden, Director of Audience Development and Social Media at Hearst Corporation.

Additionally, the Adobe SiteCatalyst integration provides HootSuite Enterprise clients with access to granular metrics on the efficacy of social media programs, which for the first time connects their social tactics directly with revenue generation. Marketers and content owners can analyze conversion rates to discover strengths and weaknesses in their messaging and make informed decisions on how best to optimize their social strategy and team structure.

"At Scripps Networks Interactive, our customer relationships are paramount," added Jeffery Kissinger, Vice President, Digital Marketing and Audience Development at Scripps Networks. "Tying the social data from HootSuite to our analytics solution will give us a 360 view of social media allowing us to better engage our passionate audiences around the Food Network, HGTV and Travel Channel brands."

The integration can be quickly set up to calculate your business' on-site Social Media ROI and directly connects social media engagement with website conversion and statistics. By connecting the origin of the message with the point of conversion, Adobe Digital Marketing Suite clients can then go back to HootSuite and engage with those customers and influencers more effectively.

"Businesses are in dire need of better ways to measure social media ROI, and for the first time HootSuite's partnership with Adobe will let them measure full path ROI.", says Ryan Holmes, CEO of HootSuite. "The partnership makes it possible to directly connect social media activity to a business' bottom line, providing marketers with the necessary instrumentation to accurately test, measure, and optimize the impact of their social media strategies."

About HootSuite:

HootSuite is a social media management system for businesses and organizations to collaboratively execute campaigns across multiple social networks from one secure, web-based dashboard. Launch marketing campaigns, identify and grow audience, and distribute targeted messages using HootSuite's unique social media dashboard. Streamline team workflow with scheduling and assignment tools and reach audiences with geo-targeting functionality. Invite multiple collaborators to manage social profiles securely, plus provide custom reports using the comprehensive social analytics tools for measurement.

For more information about HootSuite, and to arrange an interview with CEO Ryan Holmes, visit the media kit: http://blog.hootsuite.com/media/.

More Information:

Landing Page: http://www.hootsuite.com/adobe

HootSuite Enterprise: http://hootsuite.com/enterprise

Blog Post: http://blog.hootsuite.com/hootsuite-adobe-genesis

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