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Monitor Paid and Owned Social Content in One Place

Posted on 10.05.2015

Kenshoo and Hootsuite have partnered up to help marketers better understand, attribute and optimize their paid and owned social media marketing initiatives.

With the partnership, marketers can leverage Kenshoo’s Infinity Suite to monitor traffic and conversions from organic social media activity sent from Hootsuite, alongside paid social media activity metrics and other complementary digital campaigns. This integration enables brands to better spot high performing page posts and amplify the reach of these posts by turning them into promoted or boosted posts.

“The Hootsuite and Kenshoo integration bridges the gap between paid and organic social media to help marketers execute high-performing social media strategies,” said Kevin Zellmer, vice president of corporate and business development at Hootsuite. “Successful organic social media activity can inform and enhance paid social campaigns, and we’re excited to provide these valuable insights for our customers.”

It is important to note that the Hootsuite and Kenshoo partnership helps paid and owned social media marketing teams to collaborate in real-time, share insights about advertising and organic social content performance, as well as optimize the impact of paid campaigns. This results in better performing social media initiatives.

“Top brands seek continuous improvements in the way they measure conversions from social upper funnel engagement and assign credit for those conversions, but they shouldn’t overlook different media types within channels in their efforts to unify the customer journey across channels,” said Zvika Goldstein, vice president of product at Kenshoo. “Being able to account for both paid and owned social media and its interplay with other channels throughout the customer journey provides game-changing intelligence that can separate brands’ digital campaigns from the pack and allow smarter allocation of investments between marketing opportunities.”

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