Hootsuite Acquires uberVU: What This Means for Brands

Social media management tool, Hootsuite has recently acquired uberVU, a social analytics solution. uberVU’s goal, as stated on their website is to “give marketers the social tools they need to build deeper customer relationships”. Some of uberVU’s clients consist of L’occitane, IndieGogo, 3M, NBC, Heinz, SC Johnson, and Getty Images.

uberVU’s technology allows brands to:

  • Discover marketing insights: Customers can easily view analytics to understand the most effective ways of engaging with their audiences.
  • Streamline reporting: Customers can quickly detect real-time increases in location, demographics, feeling, and determine top influencer mentions.
  • Drive content marketing: Customers can identify top trending stories and advise applicable content to post directly to social media platforms.
  • Understand the social audience: Customers can develop custom reports using templates that can be easily exported to share with others in the company.

It’s the first acquisition by HootSuite after the $165 million round they raised last year. UberVU, founded in London in 2008 but now HQ’d in Boston, got its first leg up via Seedcamp with $586,000.

This acquisition will certainly give Hootsuite the edge, as well as give customers an expanded product offering. Right now, about 95% of HootSuite’s 8 million users are using the free product. uberVU will help Hootsuite offer more premium, paid service in the long run. While Hootsuite’s current client base is about 75% of fortune 500 companies, uberVU brings a wide array of enterprise customers (see above).

“By joining HootSuite we are realizing our vision to bring analytics to the front and center of the social business,” says Mark Pascarella, CEO of uberVU. “This acquisition is a testament to the strength of our platform, and we are thrilled to be part of HootSuite’s exciting story.”

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