Hootsuite, a platform for social media management, this week launched Hootsuite Impact.
Impact’s launch comes following the acquisition of social analytics company LiftMetrix in February.
As social matures into a key customer engagement channel, marketers are challenged with the need to demonstrate ROI. According to Forrester Research, 44% of marketers say they haven’t been able to show the impact of social at all and another 36% say they have a good sense of the qualitative, but not quantitative, impact of social initiatives.
Hootsuite Impact is integrated into the Hootsuite platform with an interface to give organizations a complete view of their owned, earned and paid social initiatives in one dashboard. It integrates with web analytics solutions like Google Analytics and Adobe Analytics, along with business intelligence tools such as Tableau, so marketers can compare social data to other marketing efforts and share with additional teams.
Along with Hootsuite Impact, the company is launching Hootsuite Value Realization services “to help enterprises realize the full value of social.” Starting with an ROI consultation, Hootsuite’s team works with enterprises to assess the people, processes, and technology required to create a measurement framework and establish KPIs that deliver actionable insights, according to the company.
“With Hootsuite Impact and our Hootsuite Value Realization services, we want to be our customers’ trusted partner in proving and growing the value of social across their organizations,” said Matt Switzer, SVP of Strategy & Corporate Development at Hootsuite.