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HootSuite, Webtrends Show Social's Value

Posted on 10.02.2012

Finding the return on investment (ROI) from a social media campaign can be a difficult task, to say the least – but it just got easier for HootSuite Enterprise clients.

The popular social media management platform has announced a new integration with Webtrends Analytics, which offers performance data that helps Web workers better evaluate the ROI of their social activities.

The Webtrends reports can be customized to show connections between social messages and website conversions, which allow organizations to optimize their social strategies and compare their social ROI against other channels, such as SEM, email or display advertising. The integrated HootSuite-Webtrends capabilities are currently available for free to HootSuite Enterprise and Webtrends Analytics On-Demand clients.

“Every organization must continually evaluate and optimize the social media ROI of each department’s publishing and engagement efforts. For that you need measurement-driven management, and the HootSuite-Webtrends integration helps satisfy that need,” said Ryan Holmes, CEO HootSuite. “This partnership is another example of HootSuite’s commitment to our clients’ success, and to providing the market-leading functionality that our Enterprise clients expect.”

Clients can use the integration’s closed loop reporting to analyze aspects of social campaigns such as which messages result in the highest number of conversions, which networks are the most valuable source for traffic, or to discover the best times and days to post. By leveraging this information, businesses can optimize social campaigns to be more engaging and drive more conversions.

“At Webtrends, we believe that analytics drive insight and insight drives more effective digital marketing,” said Alex Yoder, CEO, Webtrends. “Our new partnership with HootSuite will provide marketers with unprecedented insights into social media engagement and effectiveness leading to valuable, quantifiable, and repeatable social media marketing optimization for organizations of all types.”

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