The company provides a unified interface where social media managers can monitor and manage their activity across multiple social networks, including Facebook, Twitter, and LinkedIn. Additional social networks can be added via apps in the HootSuite App Directory, enabling users to manage YouTube, Flickr, and others.
Instagram is a big integration for HootSuite, as the service continues to grow in popularity, currently adding five million users a week. And SlideShare is a major platform for sharing presentations and PowerPoint decks.
Plus, since HootSuite already helps its clients manage their LinkedIn presence, and LinkedIn purchased SlideShare for $119 million earlier this year, it was a natural next step.
In a statement, chief executive Ryan Holmes said the company picked these networks to add to the App Directory because they enable the sharing of rich media content that aids engagement:
“We’re excited to welcome these popular social networks because they’re centrally focused around the easy sharing of multimedia content.”
The Instagram app will allow users to view and search photos, read what others have written, add comments, like photos, and share them to other social networks. Similarly, the SlideShare app helps users upload, find, and share content
The App Directory is one of the ways HootSuite distinguishes itself from competitors such as SproutSocial and Involver. Perhaps the only competitor with something similar is Radian6, with its Extension Gallery. Mark Holder, HootSuite’s director of integration partners, told VentureBeat that “roughly 10-15% of new users install at least one app within the first week.”
Created in December of last year, the App Directory features apps for integrating email marketing, surveys, RSS feeds, and more into users’ social media management activities. There’s even an app to manage Orkut, the Google-owned Brazilian social network.
The additions of Zuum and Edocr are a bit surprising.
Zuum is somewhat interesting, as it is a platform for social media marketing strategy, which is somewhat competitive to HootSuite, but it also provides insight into guaranteed-to-be-engaging content, helping social media managers know what kinds of content they should post.
Edocr, on the other hand, is a tiny business-document sharing site focused on lead generation, with only some thousands of monthly visitors. I’ve asked HootSuite why it chose Edocr and Zuum, and I’ll update this post when the company replies.
[ Update: the response was inconclusive. According to Holder, “Instagram and SlideShare have been among the top requested apps from our Free, Pro and Enterprise clients.” ]
I did ask the company when full Google+ integration is coming to HootSuite, but there is no specific timetable yet. Holder had the following to say via email:
We are not able to provide a specific date at this time as to when Google+ will be available to all HootSuite users. HootSuite was selected as an official partner by Google+ Pages, and we are currently working with their team to gather data from our current Enterprise clients actively using the integration.”
HootSuite is based in Vancouver, Canada, and has almost 200 employees. In March of this year, the company raised $20 million from OMERS Ventures.
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