Social-media-management platform HootSuite announced an integration with analytics outfit Webtrends that will enable HootSuite Enterprise and Webtrends Analytics On-Demand clients to automatically generate reports illustrating the connections between social media metrics and website conversion statistics.
HootSuite said the combination of the two companies’ technologies will give their clients a level of measurement consistent with search-engine marketing and display ad markets for accurate cross-channel comparisons.
The companies offered the following examples of questions that can be answered due to the integration:
- Messages: Which message types result in the highest number of conversions? What are the best practices for increasing specific on-site actions? Which words drive the most conversions?
- Social accounts: Which Twitter account or Facebook page is the source of the most valuable traffic? Is there a business case to invest more resources in organic online engagement? Should more or fewer social accounts be managed?
- Social networks: Which platform is providing the greatest return on the brand page: Facebook, Google Plus, LinkedIn, Twitter? Where is engagement strong, and where is it weak?
- Time of day: Which time of day is most effective to drive high-quality traffic to the website? When is the target audience on social and looking to buy?
HootSuite CEO Ryan Holmes said:
Every organization must continually evaluate and optimize the social media return on investment of each department’s publishing and engagement efforts. For that, you need measurement-driven management, and the HootSuite-Webtrends integration helps satisfy that need. 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.
At Webtrends, we believe that analytics drive insight and insight drives more effective digital marketing. 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.