A HootSuite integration with Adobe provides HootSuite Enterprise users with a new toolset for tracking on-site social media ROI.
The HootSuite and Adobe Genesis integration connects social media messages to website conversions and statistics, which allows HootSuite Enterprise users to optimize their social strategies and compare social media ROI against other digital channels.
The Adobe integration provides users with the ability to access metrics on social team members, social networks and social profiles to help optimize posting schedules. Additionally, users will be able to automatically track and tie social media actions to specific metrics, which allows for accurate comparison against other digital channels like email and paid search.
The integration measures message efficacy (how many on-site conversions were driven from a particular message), employee ROI (which employee is driving the most revenue from social), social account success, social network value (which social platform provides the greatest ROI per post) and optimal time of day for posting. However, the integration is only available to Enterprise users, so non-enterprise users must fill out the Enterprise demo form and talk to a HootSuite Account Executive about changing their plan.
“Businesses are in dire need of ways to measure social media ROI, and for the first time HootSuite’s partnership with Adobe will tell them where their marketing dollars are going,” says HootSuite's CEO, Ryan Holmes of the integration. “The partnership makes it possible to directly connect social media activity to a business’s bottom line, providing marketers with the necessary instrumentation to accurately test, measure, and optimize the impact of their social media strategies.”
The Adobe integration is just one of multiple recent announcements from the social media dashboard provider. Other announcements include an integration with social media optimization platform SocialFlow – which helps Enterprise clients manage Twitter and Facebook updates, the availability of push notifications for iOS users, as well as updates to the HootSuite Tumblr and Trendspottr apps.