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Hootsuite Media, Inc.
Hootsuite logo.svg
HootSuite Social Media Management System.jpg

The Hootsuite Dashboard
Type of businessPrivate
Type of site
Social media management, social networking service
Available inMultilingual[1]
FoundedVancouver, BC, Canada (2008)
Headquarters5 East 8th Avenue
Vancouver, V5T 1R6
Area servedWorldwide
Founder(s)Ryan Holmes, Dario Meli, David Tedman
Key peopleRyan Holmes (CEO)
Greg Twinney (COO/CFO)
Penny Wilson (CMO)[3]
EmployeesOver 1000 (May 2016). Was 600 (Jun 2014)[4]
RegistrationFree, Pro, Team, Business, Enterprise
UsersOver 16 million (March 2018)[5]
LaunchedDecember 2008; 10 years ago (2008-12)
Current statusActive

Hootsuite is a social media management platform, created by Ryan Holmes in 2008.[6] The system’s user interface takes the form of a dashboard, and supports social network integrations for Twitter, Facebook, Instagram, LinkedIn, Google+ and YouTube.

Additional integrations are available via Hootsuite’s App Directory, including Reddit, Storify, Tumblr, and Marketo.[7]

Based in Vancouver, Hootsuite has close to 1,000 staff members located in 13 locations, including Toronto, Bucharest and Mexico City. The company has more than 15 million users in over 175 countries.[5]

YouTube Encyclopedic

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  • A Day in the Life of a Hootsuite Social Media Manager
  • How to Use Hootsuite in 13 Minutes
  • What Is Hootsuite?
  • Scheduling Instagram Posts with Hootsuite: Direct Publishing for Business Accounts
  • An Overview of the Hootsuite Dashboard


I'm Nick Martin, I'm a social engagement specialist here. My name is Christine, I'm the social marketing specialist on our team. Hi my name is Amanda Wood and I'm the social marketing lead here at Hootsuite. My name is Eva, the Senior Manager of Global Solution working here at Hootsuite. My day to day varies wildly. The industry itself changes rapidly and we're always testing new features and new strategies to improve our results. Being able to pull those insights out of our team and share them with other teams, as well as with our external audiences, our blog readers, for example, is really rewarding because we can see people saving time and getting better at their social, which is ultimately what we're trying to do, is help others be successful with social. When it comes to setting our team's goals, we want to make sure that we're supporting our business objectives as well, so obviously looking to help drive revenue and pipeline, find new customers, support our existing customers as well. We will have a combination of KPIs and metrics related to more of the business side and then we have a set of KPIs more related to engagement and content strategy to make sure that our content resonates with our audience. So, for example, when we've worked on our future of social campaign we looked at the type of content that it contains and then try to match it to the types of content that performed best for the different audiences on different channels. To hit all of these different things, will test out a variety of different pieces of content and then we'll attach goals and targets based on our team targets to those to understand what works best and how does it perform relative to our other campaigns. Our team has a process for have our larger content planning sessions - where all of our ideas that we take from working with other teams, we put it into a spreadsheet and align it to the larger campaign calendar within marketing. So we source different types of multimedia through working with in-house So we source different types of multimedia through working with in-house teams and also through finding stock photography sites so one that we use is Burst by Shopify. It just aligns with our branding really well and it's easy imagery for us to use. And then we have a great in-house team for both video and design and we work with them quite regularly to create assets that complement our blog content and that really provide value within the newsfeed itself. And then on a daily basis we have what we call tweet jam where we go over tweets, LinkedIn posts, Facebook posts, and we just riff on it make sure that its proper tone of voice and question each other's writing skills and make sure that we're really producing the most high-quality content for our channels. We have a Content Calendar that plans every day to the minute what tweets are going to be going out, what social media posts are gonna be going out. When it comes to retweeting and and kind of on-the-fly stuff, we choose that by is the tweet that we're sharing on brands? Does it fit with what Hootsuite would say? Generally if I was gonna retweet something it would be someone sharing a quote from one of our speakers or sharing a screenshot from one of our webinars. They're generally adding a little bit more value, so adding some more context or adding some more additional thoughts. The kind of questions that we ask ourselves when we're tailoring posts to each network are, 'what does our audience really want to see?' And then when you're you're able to ask yourself that, you really find out and are able to deliver the content that's valuable for them. So, for example, an Instagram, when we really started listening to our audience, they wanted to see behind the scenes content and really understand what the culture is like here at Hootsuite. We decide what to publish and how often by understanding our audience and testing on each channel. Because we are a global company, we have to account for our time zones. We want to make sure that we're getting content out to our audience at the appropriate times. For example, on Twitter, we started testing doing one tweet every hour and we were able to see that certain time zones actually performed better than other ones. It's really important to have success metrics marked down and benchmarking in order to determine what's working and what's not. From there you're able to naturally get a cadence going and seeing what's performing better. My approach to engaging with the Hootsuite audience is I'm really wanting to make sure that everybody has a positive brand experience. So that when they come and they talk to Hootsuite, they're going away happy, they think it's kind of funny, or at least are getting the valuable information that they're looking for. I start with Twitter, that's our highest volume channel, and then I'll move along but other social networks. So I'll be looking at Facebook, I'll be looking at LinkedIn, another busy network for us. But really, I'm in Twitter for the most part in just setting up different listening streams so I have kind of trending now streams which is kind of whatever's going on whether we're we have an event somewhere around the world that I'll be listening in on or we have a webinar going on that's how I kind of prioritize it'll be seeing what's important now and where can I source the most engagements what is social listening and monitoring mean to me I think social monitoring is kind of keeping an eye on all dimensions kind of coming through already where I think social listening is a little bit more proactive outreach so sourcing engagement opportunities or whatever I want to be listening for with keyword searches or hashtags or just things like that so one of the benefits that there's lots of benefits to hosting a live chat on social media and you can do it across unto Facebook live or Instagram live or with a hoot chat it's a Twitter chat some of the things that I really like and why I really like these kind of live engagements is because you can have that two-way conversation with your with your you get to know them on a personal level you get to know what interests them or kind of what's what's important to them when you're asking these questions you can see what their sort of feedback they're giving it's not just a brand you know on their megaphone spreading out their word you know you're having that two-way conversation which i think is really important when it comes to the measuring success we'll have targets predefined at the start of the year so we're always looking to grow our performance or efficiency year over year so that will help us have sort of a concrete quantity attached to a different target but then when it comes to evaluating the success of different methods or different approaches to hitting those numbers we're always looking to overachieve or at least improve our efficiency we have our targets we want to hit ideally we want to exceed them and learn along the way our approach to tracking and measuring is all about making sure that we have proper UTM s on all of our content going out on the channels when you have a proper UTM framework it makes it really easy to filter the content and measure the success of it, so we make sure that when we have a specific campaign or if it's just our always on content going out, we're tracking it accordingly with our UTM parameters. And then, at the end, you can filter it properly and really measure the success of it. So the metrics that I use to determine success is we actually created a metric and Hootsuite use MRMS, which stands for meaningful relationship moments, and that's pretty much whenever you're engaging with someone and I move them along the customer journey that we count as a +1, +1 MRM. Anytime I'm talking to someone I'm always also kind of have it in the back of my mind - how can I tie this into this upcoming upcoming webinar or how can I tie this into talk about social ROI which was a campaign we were running earlier this year. Our approach to testing is making sure that we're tracking absolutely everything so when we decide that we're going to test let's say a certain blog post to switch up the copy or the image to see it performs better we make sure that we're documenting everything so that when we look back we can fully understand what made it more successful either the second time or third time around and then apply those same learnings to the next test moving forward so the two additional products that I use would be Brandwatch and Hootsuite Insights. I use insights for a tracking kind of happening now events hashtags who chat the Twitter chat that I host is I track that with insights brand watch on the other hand dives a little bit deeper and gives you a little bit more information so I'll track our social share of voice which is kind of all online brand mentions in comparison to our competitors and their online brand mentions. It's all really interesting stuff and it's very pretty too, it looks good, so I can share that to my bosses as well and they can understand the the information very easily because of these tools. So paid social is extremely important for a lot of marketing teams or social media marketing teams these days, especially with Organic Reach continuing to decline that's just on an annual basis. We've really stopped out on our paid social tactics and we make sure that we have paid for all of our social channels and we're lucky that we're able to work together and continue to test things because we're continuously learning as a team on what exactly this means for each channel. It's definitely key to telling that ROI story for social I think paid has really unlocked a huge component of how do you actually see the real business impact of social not just in marketing but then across product across support and across sales and demand generation all of those different teams benefit from it. You know I think the interesting thing is that we'd benefit so much from getting to use so many of our own tools here at Hootsuite to help us be successful at social marketing. It's one of the things that we have to constantly do is we have to kind of be on the cutting edge of things. So our team is always testing new things are always working to kind of walk the walk you know that we're here talking the talk so we've got to make sure that we're following through as well. It's pretty fun because a lot of the company come to us to test a bunch of different things so we have to make sure that we're always coming from the customer perspective so it's great to be able to do that. We kind of color ourselves customer zero and and what that means is that we are kind of within the company where the were the people that are in the Dashboard, using the tool all the time and we're able to can offer those like little details and insights that will have as social media managers, social media marketers in general, that Our team has a process for



In 2008, Holmes needed a tool to manage multiple social media networks at his digital services agency, Invoke Media.[8] Finding that there was no product in the market offering all the features he sought, Holmes, along with Dario Meli, David Tedman, and the Invoke team, chose instead to develop a platform of their own that would be able to organize their many social media accounts and networks.[9] The first iteration of this social media management system launched on November 28, 2008 in the form of a Twitter dashboard called BrightKit.[10]

Recognizing that many other individuals and organizations across the world were facing similar problems with managing multiple social accounts, Holmes decided that BrightKit could be the solution for other businesses also looking to organize their own social networks.[8] The launch of BrightKit had a very positive reception, thanks to its clean interface and publishing capabilities.[11]

In February 2009, Holmes offered a $500 prize for renaming the platform, and used crowdsourced suggestions from the dashboard’s 100,000+ users as contest submissions.[12] The winning idea was Hootsuite, a moniker submitted by a user named Matt Nathan[13] and based upon "Owly", the dashboard’s owl logo, as a word play on the French expression "tout de suite", meaning "right now".

In November 2009, the Hootsuite dashboard expanded its offering to support Facebook and LinkedIn, and the capability to use Twitter Lists.[14]

In December 2009, Hootsuite spun off from Invoke Media and launched officially as an independent company, Hootsuite Media, Inc. That same month, Hootsuite received $1.9 million in funding from Hearst Interactive Media, Blumberg Capital, and prominent angel investors Leo Group LLC and Geoff Entress.[15]

In March 2012, OMERS Ventures, the venture capital investment arm of the Ontario Municipal Employees Retirement System, invested $20 million, valuing the company at US$200 million.[16][17] OMERS did not buy its stake directly in the company, but rather bought private shares in a secondary transaction from a handful of employees and early investors, said Holmes.[18]

In May 2012, Hootsuite subsequently raised US$50 million in a Series A round, following rumours.[19][20]

In July 2012, an employee informed Forbes magazine that the company's team consisted of 200 employees at that time.[21]

In September 2012, Hootsuite acquired Seesmic, a customer relationship management system and competitor.

On August 1, 2013, the company announced that it had raised US$165 million in Series B funding from Insight Venture Partners, followed by Accel Partners and OMERS—all three will now have a seat on Hootsuite's board. Holmes also said the company was looking to make at least two unnamed acquisitions, in addition to employing 100 overseas employees.[19]

In February 2017, Hootsuite announced its acquisition of AdEspresso, a digital advertisement manager, and LiftMetrix, a leading social media analytics company.[22]

In March 2018, Hootsuite announced $50 million in growth capital from CIBC Innovation Banking.[23]


The service is commonly used to manage online brands and to submit messages to a variety of social media services, including Twitter, Facebook, Google+ and Mixi. Companies and organizations known to use Hootsuite include Facebook, the Obama administration, HBO, Martha Stewart Media, Virgin Group, SXSW, Panasonic, Zappos, The Gap and LHC.[24][25] Hootsuite provides a browser-based dashboard that allows users to keep updated on their Twitter account.[24] There are both full and lite versions of the service.[26] Hootsuite uses the URL shortener to shorten URLs submitted to its service.[27]


The company behind the service is based in Vancouver, British Columbia, Canada, and its chief executive officer is Ryan Holmes.[24] The company's business strategy allows users free basic service with payment for additional features.

The company plans to monetize 3 to 5 percent of the service's most active accounts, which are generally owned by major brands such as Conde Nast, AOL, Banana Republic, and Dell.

In January 2010, the Hootsuite company was spun out of Invoke Media after venture capital firms Blumberg Capital and Hearst Interactive Media raised $2 million in financing for the company. Localized versions of Hootsuite are available in Japanese, Spanish, Portuguese, and German, and 50 more languages are planned to be added.[28] Hootsuite's team continues to contact media organizations to help them manage their online brands, by meeting with groups such as Time Inc. and its subsidiary magazines, including People, InStyle, and This Old House.[24]

As of June 2010, the service manages over one million social media accounts for 400,000 unique users.[28]

In September 2014, Hootsuite's New Enterprise customers included Telekom Malaysia, Singapore Press Holdings, Brooklyn Public Library, Cambridge University Press, Red Carnation Hotels and Hyland Software Inc.[29]

In 2017 Hootsuite had more than 15 million users worldwide.


The Hootsuite software has won awards from Mashable at their Open Web Awards 2009,[30] the Canadian New Media Award,[31] the Shorty Awards,[32] and "Best Twitter App" from Australia's mX newspaper.[33] It was a 2012 nominee for the Webby Awards.[34]


Hootsuite is competing in a marketplace for social media dashboard tools or platforms, where marketers are focused on social media management for their clients' web engagement activities. Hootsuite's best known competitors include Spredfast and Sprout Social.[35] Each of the big three dashboards pursues innovation strategies that emulate the most recent feature enhancements of the other two; for example, TweetDeck launched with a desktop application based on the Adobe AIR platform, and eventually Seesmic rolled out its own Desktop version.

Additional competition includes the social media and media monitoring niche, such as Mention or Metricool, which offers real-time web and social media monitoring[36] in multiple languages,[37] and is designed to provide alerts on a desktop and smart devices.[38] Within financial services, companies like Gremln provide social media publishing tools that help companies meet strict compliance rules.

Other competition in this space includes platforms that appeal to niche segments, such as Octopusocial, which provides a social media marketing platform designed for B2B social media[39] and content marketing. In 2015, companies like Tiempy and Everypost arose in Latin America to compete in the same market, bringing easy to understand tools that non-expert users can utilize. CoSchedule is another online marketing calendar that allows users to easily schedule through social media in one simple step, keeping all social and content in one place, providing a "unified workflow."[40]

Hootsuite bought out Seesmic in September 2012.[41]


  1. ^ "Hootsuite Translations Project". Hootsuite. Retrieved 26 June 2014.
  2. ^ "Contact Us". Hootsuite. Archived from the original on February 25, 2013. Retrieved February 28, 2013.
  3. ^ "Hootsuite Crunchbase Profile". "Crunchbase". Retrieved March 15, 2012.
  4. ^ "CAREERS-Build something big with us". Hootsuite. Retrieved 26 June 2014.
  5. ^ a b Hootsuite Press Releases (15 March 2018). "Hootsuite nabs $50M in growth capital for its social media management platform, passes 16M customers". Retrieved 7 August 2018.
  6. ^ "Hootsuite for President, Obama that is", The Vancouver Sun
  7. ^ "Hootsuite - App Directory". Hootsuite. Retrieved 26 June 2014.
  8. ^ a b "Ivan Fernandes, MediaCom Global Director, Social Media Technology, interviews Ryan Holmes, CEO of Hootsuite". MediaCom. Retrieved March 21, 2012. Archived August 3, 2009, at the Wayback Machine.
  9. ^ "5 Tips for Startup Success From a Co-Founder of Hootsuite". Mashable. Retrieved March 21, 2012.
  10. ^ "BrightKit makes using multiple Twitter accounts easy". Vancouver Free Press, #whatsup. Retrieved March 21, 2012. Archived November 18, 2011, at the Wayback Machine.
  11. ^ "BrightKit: The Shiniest Twitter Scheduler and Tracker Yet". Mashable. Retrieved March 21, 2012.
  12. ^ "What You Should Outsource to Amp Up Efficiency". eESI PeopleTalk. Retrieved March 21, 2012. Archived May 28, 2012, at the Wayback Machine.
  13. ^ "BrightKit follower-sources new Hootsuite name". TechVibes. Retrieved March 21, 2012.
  14. ^ "Hootsuite Adds Support for Facebook, LinkedIn, and Twitter Lists". Mashable. Retrieved March 21, 2012.
  15. ^ "Hootsuite Raises $1.9 Million for Social Media Dashboard". TechCrunch. Retrieved March 21, 2012.
  16. ^ "Hootsuite Gets $20M from Canadian Pension Fund". AdAge. Retrieved March 29, 2012.
  17. ^ Ingrid Lunden (29 March 2012). "Confirmed: Canadian VC Firm OMERS Ventures Takes $20M Stake In Hootsuite At $200M Valuation". TechCrunch. AOL Inc. Retrieved 4 August 2013.
  18. ^ "Hootsuite cashes out through secondary markets". Reuters. Retrieved March 29, 2012.
  19. ^ a b FRANCESCA LOUISE FENZI (1 August 2013). "Hootsuite: $165 Million Series B 'Takes the Pressure Off'". Retrieved 4 August 2013.
  20. ^ Ingrid Lunden (3 May 2013). "Hootsuite Is Raising $50M At A $500M Valuation". TechCrunch. AOL Inc. Retrieved 4 August 2013.
  21. ^ "Social Hiring Tools Used By Hyper Growth Companies: Pinterest, Tumblr, Hootsuite, Klout, Posterous, Bitly And Mashable". Forbes. Retrieved 2012-07-11.
  22. ^ Smith, Charlie (February 22, 2017). "Hootsuite Buys New York-Based LiftMetrix". The Georgia Straight. Retrieved May 2, 2017.
  23. ^ "Hootsuite nabs $50M in growth capital for its social media management platform, passes 16M customers – TechCrunch". Retrieved 2018-03-20.
  24. ^ a b c d "Keeping tabs on your brand". The National Post. Retrieved July 4, 2010.
  25. ^ "Hootsuite helps you manage your brand on Twitter (hey, it works for the White House)". VentureBeat. Retrieved July 4, 2010.
  26. ^ "140 Proof Powers Advertising for Hootsuite's Android and iPhone Apps". Press release. Retrieved July 4, 2010.
  27. ^ " and ~ Choose Bar or Non-bar URL Shortener for Hootsuite". Hootsuite. Retrieved July 4, 2010.
  28. ^ a b "Hootsuite explains revenue generation strategy". Business in Vancouver. Retrieved July 4, 2010.
  29. ^ Hootsuite Announces Acquisition of Brightkit, Continues Explosive Growth
  30. ^ "Open Web Awards 2009: The Winners". Mashable. Retrieved July 4, 2010.
  31. ^ "HootSuite wins Canadian New Media Award and more". Invoke Media. Retrieved July 4, 2010.
  32. ^ "HootSuite wins best app at Shorty Awards". Hootsuite. Retrieved July 4, 2010.
  33. ^ "Another historic win for Obama". MX (Australia). December 17, 2009.
  34. ^ "HootSuite is a 2012 Webby Awards Nominee ~ Vote for Us". Hootsuite. Retrieved 2012-07-26.
  35. ^ "Hootsuite Competitors". CrunchBase.
  36. ^ Patel, Neil. (12 May 2015) HubSpot.
  37. ^ Six tools to use to monitor mentions on blogs and social media. | Ananza NOTs عنانزه
  38. ^ Resources | Marketing Shared
  39. ^ Miles, Stephanie. "Oktopost Review – Sophisticated Social Media Marketing". GetApp. Retrieved 25 March 2014.
  40. ^ "What's the Best Social Media Scheduling App For Your Business?". Twenty Over Ten. Retrieved 2017-12-07.
  41. ^ As Twitter Tightens Its Grip, Hootsuite Buys Seesmic

Further reading

External links

This page was last edited on 2 October 2018, at 07:33
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