Hootsuite Integration for Brandwatch

Social media management software firm Hootsuite has partnered with UK-based analyst and insights firm Brandwatch to offer a new 'listening' solution allowing clients to find and analyse key conversations relevant to their brand.

Insights Powered by Brandwatch is integrated directly into the Hootsuite dashboard, and will help users understand how they are perceived within global social media; and react to protect their brand and make the most of opportunities.

HootSuite has acquired analytics firms, including uberVU in 2014 and LiftMetrix three years later. Its latest partner, UK-based Brandwatch has moved from archiving and analysing social media conversations into an approach it calls 'Digital Consumer Intelligence', which combines social media, (other) digital, survey and first-party data and applies artificial intelligence and data science techniques to generate new customer insights. In recent months it has been scaling up its business and appointing a raft of new senior leaders.

Hootsuite users will now be able to explore and track specific topics online, focusing in on crucial areas and gaining insights into their businesses' audience and competitive industries. The platform uses refined Brandwatch searches tracking streams of social mentions and collecting data from over 100 million sources including social media, blogs, and news sites.

Hootsuite VP of Corporate Marketing Henk Campher (pictured) comments: 'Social media produces emotional data that marketers are using to gain insights into what their customers are saying, what products they're looking for, and the type of conversations that brands can engage with. These insights go beyond just marketing, providing value to product teams and helping the entire organization mature and become more attuned to the human dimension of customer experience'.

Web sites: www.brandwatch.com and www.hootsuite.com .