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Social Media and Marketing Automation Merge – What a Hoot!

June 14, 2012 · 10 comments

in Social Media

HootSuite, the market leading social media management system, have entered into partnership with HubSpot, the world’s only all-in-one marketing software platform. This partnership connects social media to generating, managing and nurturing leads for the first time – finally closing the loop in social media marketing.

“Social media spending is on the rise. We watch as companies invest significant dollars into driving marketing campaigns using social networks as the next marketing platform,” says Ryan Holmes, CEO of HootSuite Media, Inc.

“Through this partnership, the professional marketer can finally follow up with social media leads, nurture relationships in real time, and close deals easier than ever before.”

Social media automation allows marketing teams to deliver a consistent message to their customers across all social media platforms. Marketers can reach a larger audience while still managing their brand and delivering the same message. The biggest advantage to automation is that it allows you to schedule your messages to be posted at specific time on all your social media accounts. This saves your team time on having to manually post on each account and allows them to better allocate their time.

HootSuite allows you to view all your social media accounts in one dashboard and it provides you with analytics on how your campaigns are working in real time. For example, if you post on Twitter with a short link – HootSuite will provide analytics on the amount of clicks on that link. This helps your team assess if your text before the link was engaging enough to make them click on it.

HubSpot weaves into this seamlessly because it provides your marketing team with additional tools to improve your campaign quality. It provides a list of trending keywords that relate to the content in your social media posts to help your content be discovered. This will allow for constant improvement of your campaign messages and help your team remain ahead of competitors.

HubSpot also provides functionality that helps improve your SEO, increases lead generation, provides analytics to manage your leads and features email automation. Social media content that engages readers to click on your content will generously increase the amount of leads your company generates. This merge between social media and marketing will allow your company to gain more exposure and better assess the quality of their campaigns with analytics.

“We built HubSpot software to make marketing easier, and then expanded it by launching the world’s largest marketing software marketplace just under a year ago,” said Brian Halligan, CEO of HubSpot, the all-in-one marketing software provider. “Of 60+ apps we’ve seen, HootSuite is building one of the most exciting. Plugging social media management into HubSpot’s end-to-end marketing software makes social [media] accountable for generating leads, customers and true ROI.”

How do you keep your readers interested in your content without sounding like robot on every social media platform?

Here is a list of tips to consider when you’re creating your social media promotional plans:

  1. Schedule your content at the right times. – Monitor what times of day people are reading your content and interact with your social media accounts. Schedule your posts at those times but make sure you schedule your posts ONLY when you can respond to the comments, replies, and mentions in a reasonable amount of time.
  2. Diversify your content – Many of your followers are active on more than one social network so don’t bore them by posting the same content on every network. Leverage content that fits the requirements for each site. For example, Facebook allows longer posts so post engaging content that can be longer than Twitter’s 140 character limit.
  3. Intrigue your readers – Create posts that make your readers want to click on your links to find out more. Read your article, find the most interesting fact and use that in your post. Posting this type of content will make your followers loyal to your brand because they will always expect interesting/engaging post if you’re consistent.
  4. Set up notification alerts – Using automation can make your followers feel like they are receiving updates from a computer. Make sure to set up alerts for every time someone comments, replies or mentions your brand so that you can respond accordingly.

Combining social media and marketing automation will yield many benefits for your company because you will actually be able to assess the success of your campaigns with reliable analytics. Start using HootSuite and HubSpot to increase your readership and lead generation. Not only will you be meeting your goals but you will meet the needs of your readers by generating content that’s interesting.

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Farrah Pappa is a content writer for Marketing Weekly.

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{ 10 comments… read them below or add one }

Nathan Gurley June 15, 2012 at 9:55 pm

Thank you for the interesting article, Farrah. It will be interesting to see how they incorporate social media in marketing systems. I’ve seen it done somewhat and have been waiting for a company to make it uniform throughout a comprehensive system of marketing tools. I will go to Hootsuite to look into it further.

Thanks again.


Farrah Pappa June 15, 2012 at 10:06 pm

Thanks for the feedback Nathan. It was definitely be interesting to see if the integration makes our jobs easier.
Farrah Pappa recently posted..Marketing Tidings (and Advice) from Our Favorite Ho-Ho-Holiday CommercialsMy Profile


Clint Butler June 18, 2012 at 7:30 pm

I have been looking around for a social media solution that will allow me to manage all of my accounts in one place. As well as post to all my FB and LinkedIN groups and pages all at the same time. HootSuite has come up a couple times during my search but I can’t justify the expense right now. Maybe with the HubSpot integration it could prove to be a great investment now.
Clint Butler recently posted..No Posts Were Found!My Profile


saad naeem @ seoallrounder June 19, 2012 at 12:22 am

great post farrah , for me manual posting is working out pretty good , i dont wanna get into more complications of hootsuite.

Last week i got aweber account and i am still working on it to master it.

maybe after mastering i will check out hootsuite as u mentioned above


Lynn Brown June 19, 2012 at 1:16 am

Until about a month ago, I was using a platform called MarketMeSuite which was providing a great platform to communiated to my social sites. But they have been having some problems getting out of Beta.

So I went back to HootSuite and was pleasantly surprised to find a lot of upgrades and the look of their platform is much, much better. I also was able to add HootSuite to my smartphone, so when I am watching our son play semi-pro ball, I get notifications and am able to engage with my audience within minutes.

Platforms like this will become more and more popular with business owners as they try to ‘rein’ in the management of social media. Appreciate you sharing this insight and I am a HubSpot fan as well!
Lynn Brown recently posted..The Fate And Future Of FacebookMy Profile


Farrah Pappa June 19, 2012 at 3:29 pm

I agree with you about the mobile app for Hootsuite. I actually think it is easier to use than the desktop version.
Farrah Pappa recently posted..5 Steps to Effective Marketing for the Facebook TimelineMy Profile


Sylviane Nuccio June 19, 2012 at 4:33 am

Great information,

I have rarely used automated social media platforms, but I really think that I should get more into it. This post really gives some great tips especially the list about what to schedule and how.

Thanks 🙂
Sylviane Nuccio recently posted..How To Write Like An Expert With SylvianeMy Profile


Leslie Denning June 19, 2012 at 6:01 am

This is a very informative post, and I enjoyed it. I’ve tried Hootsuite, but decided I would probably need to upgrade, which I didn’t want to do. I do use TweetDeck, When I get a little further along with my affiliate marketing, I definitely will revisit Hootsuite.

All the best,
Leslie Denning recently posted..How Do I Create a Post on My WordPress Blog? Part 4My Profile


William Earl Amis Jr III June 19, 2012 at 6:25 am

Kostas, I had forgotten that my account was setup a long time ago. You are great and I will have to see what happened. I just dropped it based on having one place to be at with everything and more right there.

I must say when they first arrived I jumped on it and made the best yet others did not like it and we must all be in unity for our group to work. I will see if it has improved for more user friendly atmosphere.

Kostas, your great and thank you very much. We have so many tools from since the internet was made available to the public it is hard to remember those accounts. I have been organized yet when a nothing platform arrives we just keep what is basic and usable within our groups. You have given me a renewed since of purging my old documents to see what locations I have left in the wind, per say..

Thank you! Well done…
William Earl Amis Jr III recently posted..Can you hear you now?My Profile


Steven July 6, 2012 at 8:54 pm

This combination becomes especially powerful now that Linkedin doesn’t pull in your tweets. Looking forward to seeing the integration up close.
Steven recently posted..How the Linkedin/Twitter divorce impacts B2B Content MarketingMy Profile


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