HootSuite Acquires Social Analytics Vendor uberVU

HootSuite, which helps businesses monitor and publish to social media accounts, has acquired uberVU, a social analytics solution. The acquisition will allow HootSuite to offer a more complete solution to enterprise customers, an area it has been focusing on developing.

"This acquisition brings together uberVU's best-in-class analytics with HootSuite's social engagement solution, getting us one step closer to our vision of a simple, scalable, and secure platform for a rapidly evolving social media landscape," said HootSuite CEO Ryan Holmes in a statement. Seventy-five percent of the Fortune 1000 companies use HootSuite. UberVU has more than 200 enterprise customers, including 3M, NBC, Heinz, Fujitsu, Getty Images, indiegogo, L'Occitane, and S.C. Johnson.

UberVU's social analytics aims at minimizing the amount of research community managers or others do to find relevant topics to post on, research their most influential followers, or gauge sentiment. The product's capabilities include:

  • Dashboard view that shows the biggest influencers around specified topics;
  • Real-time insights into sentiment, location, and demographers, as well as Twitter mentions by top influencers;
  • The ability to identify top trending stories, and content market appropriately to reach people searching for information about these topics; and
  • Drag-and-drop custom reports that can be exported and shared among users, as well as report templates.

HootSuite, now five years old, has 8 million users globally. It has previously pursued integrations and partnerships with other platforms in order to make it more useful to enterprises. In December, IBM Connections teamed up with HootSuite to enhance social connection. Sugar CRM, Batchbook, Hubspot, and Nimble are among the companies to collaborate with HootSuite.

UberVU, founded in 2008, has been in business as long as HootSuite, but has a smaller user base. "By joining HootSuite, we are realizing our vision to bring analytics to the front and center of the social business," said Mark Pascarella, CEO of uberVU, in a statement. "This acquisition is a testament to the strength of our platform, and we are thrilled to be part of HootSuite's exciting story." UberVU is venture-backed, and financial details of the deal were not disclosed. HootSuite, also venture-backed, received additional funding last summer that may have given it the resources for the acquisition.

Current HootSuite clients will be able to use uberVU's social analytics immediately. HootSuite plans to integrate uberVU's offerings in upcoming months, so the analytics will be contextualized within the HootSuite interface.


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