HootSuite  has announced a new integration with Webtrends Analytics , widening the scope of measurement tools available to HootSuite Enterprise  clients. The HootSuite-Webtrends integration provides the performance data organizations need to properly evaluate the return of investment of their social activities. The auto-generated reports can be customized to show connections between social media messages and website conversion statistics, providing the level of measurement consistent with SEM and display ad markets for accurate comparison across channels. The integrated HootSuite-Webtrends capabilities are now available  free to HootSuite Enterprise and Webtrends Analytics On-Demand clients.
HootSuite Enterprise clients with Webtrends Analytics On-Demand can now access closed loop reporting for social and answer questions such as:
- 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 less social accounts be managed?
- Social networks: Which platform is providing the greatest return on the brand page: Facebook, Google+, 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?
Businesses, departments and teams will be able to act upon the data provided from this integration in a timely fashion, modifying their social tactics to drive higher conversions online. The automated reporting significantly reduces time spent compiling data and presents it in readily understood and relevant terms that stakeholders need to see. This granular level of insight shows how effective social media engagement tactics are in bringing about website conversions, and ultimately the impact it has on an organization’s bottom line.
“Every organization must continually evaluate and optimize the social media ROI of each department’s publishing and engagement efforts. For that you need measurement-driven management, and the HootSuite-Webtrends integration helps satisfy that need,” says Ryan Holmes, CEO HootSuite. “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,” said Alex Yoder, CEO, Webtrends. “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.”
HootSuite and Webtrends will host a webinar on how enterprises can grow and realize value from their social media investments on October 16th, 2012 at 2PM EDT (11AM PDT) entitled Scaling Social – Actionable Data for Every Department .