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Hootsuite Social Media Audit
- 1. ANALYSIS
- 2. SUBMITTED BY: James Larsh Kim Maunder Angela Serednicki Kristen Sherman MARK 1051
- 3. WHAT IS HOOTSUITE? Hootsuite is the leading social media marketing and management tool. Over 16 million customers around the world use Hootsuite to manage, schedule and report their social media marketing efforts. Hootsuite is trusted by 80 percent of the top Fortune 1000 companies.
- 4. Hootsuite supports channels such as:
- 5. THE COMPETITION Hootsuite and Buffer are extremely similar platforms that offer the same functions, with usage coming down to personal preference. They are both platforms that allow users to manage their social media strategies across various networks from one dashboard with a target audience of Social Media Managers.
- 6. DEMOGRAPHICS OF CURRENT CUSTOMERS Both brands primarily use Twitter as a one-way communication method to promote their blogs or other content marketing materials. Two-way interaction is used when the respective brands host their Twitter chats. Hootsuite is active in social listening, as they have published blogs about the subject and how they are using social listening techniques to refine their Instagram posts. Buffer has not gone into detail on how they use social listening, however as a leader in the industry it can be assumed they are active in social listening as well. Buffer has also published articles on the subject and regularly posts about the benefits and tactics of social listening. SOCIAL LISTENING COMMUNICATION PREFERENCES
- 7. BUFFER'S VOICE Buffers voice is a mixture of authority and entertainment. If Buffer were a person, they would be Emilia Clarke as Mother of Dragons. Buffer is concise but they also are sweet and caring; they share many posts about self- care and love and seem like a warm and friendly brand.
- 8. HOOTSUITE'S VOICE Hootsuite's voice is convincing: they tone is matter-of-fact and does not spark much emotion. The tone is to the point, yet still friendly. If Hootsuite were a person, they would be Leonardo DiCaprio: successful, smart, to the point and friendly. Leo is also a classic. He's a living legend in the film industry, just as Hootsuite holds the Social Media Management industry standard.
- 11. SWOT ANALYSIS
- 12. STRENGTHS Covers all leading social media platforms Knowledgeable and full of helpful information for their audience Easy to use thanks to all in one interface Leads the industry Large social media following Have their own app Robust reporting to help companies understand their ROI
- 13. WEAKNESSES Slower response rates than competition on social media Instagram is not visually stimulating Lacks inspiration Pay for a better version Overall learning cure Pro version is a costly investment for larger social media team
- 14. OPPORTUNITES Covers all leading social media platforms Knowledgeable and full of helpful information for their audience Easy to use thanks to all in one interface Leads the industry Large social media following Have their own app Robust reporting to help companies understand their ROI
- 15. THREATS Competitors’ social media pages Competitors’ interfaces are regarded as cleaner and easier-to-use Leading competitor Buffer created Pablo, an extension of their social media management tool that allows consumers to create visual graphics designed for social media Competitors customer service is known as better
- 16. BRAND SENTIMENTS
- 18. BUFFER'S BRAND SENTIMENT The neutral mentions dip regularly and at that exact time the positive mentions peak. There was no obvious reason for this pattern to occur (i.e. not at regular intervals or on the same day each week) 01 Most occurring word was ‘Instagram’ which suggests that this platform is growing for social media marketing, and Buffer has recently released their direct scheduling service for Instagram 02 Mentions were majority neutral (84%), with 15% Positive and 1% Negative 03
- 19. Word Cloud Brand Sentiment
- 20. HOOTSUITE'S BRAND SENTIMENT Most occurring word was ‘Facebook’ with mentions being mostly about how Hootsuite and Facebook can be used together 04 Positive mentions (9%) praise the service; Negative mentions (2%) talk of issues they’ve encountered with the service or compare them to other products (Tweetdeck) 02 Maintained the same sentiment pattern over the 1-week observation period, majority neutral (90%) 03 Most mentions were about other topics, citing Hootsuite as a source or the benefits of the service 01
- 21. HOOTSUITE + BUFFER RADAR CHART
- 22. HOOTSUITE: CONTENT AND ENGAGEMENT Hootsuite posts are very educational and helpful. Though their content could inspire viewers to better their online practices, Hootsuite’s content is overall very educational. Hootsuite posts very informative information on their platforms, be in their own blogs, articles, and videos, or those of other brands. The majority of the content that Hootsuite posts are service-oriented. The brand does very little self- promotion, and they post content that is very useful to marketers.
- 23. BUFFER: CONTENT AND ENGAGEMENT Buffer posts a great balance of both educational and inspiring posts. They use their Instagram for inspirational posts, and Facebook and Twitter are both a mixture of educational and motivational content. Buffer shares content marketing includes their own podcast and blog. They also encourage their audience to share posts and engage with them. Buffer does a great job at engaging with their audience. On Facebook, they frequently return comments and respond to questions from their audience, and based on the replies from their audience and the social Social Listening Analysis conducted, they have a positive brand sentiment.
- 24. HOW TO BE THE BEST IN SOCIAL 1 Remain Consistent 2 Maintain The Brand 3 Be Interactive
- 25. W E D E L I V E R H E A L T H Y . C O REMAIN CONSISTENT Hootsuite posts on a regular schedule. The brand is great for interacting with their users on social media and is known for their personalized replies.
- 26. Hootsuite shares many articles, blog posts, and how-tos to provide their audience with information about marketing, social media and how to benefit from it. Their Facebook and Twitter also features videos every now and then.
- 27. W E D E L I V E R H E A L T H Y . C O MAINTAIN THE BRAND On Twitter, Hootsuite stays on target, posting brand-related content like industry-related news, Hootsuite company updates, and resources that will be of interest to followers.
- 28. However, on Instagram, Hootsuite posts content that is all over the place. They post photos of things that seemingly have no connection to Hootsuite or the products/services they offer.
- 29. W E D E L I V E R H E A L T H Y . C O W E D E L I V E R H E A L T H Y . C O BE INTERACTIVE Hootsuite is very active across all platforms. They regularly reply to user comments or questions, they field service requests and interact with the community as a whole (like tagging other accounts, linking in other brands to their posts).
- 30. Hootsuite can improve by creating content that spurs more of a discussion on their posts. Most of their content, across all platforms, have little to no comments, very few shares or retweets, and even fewer likes. Hootsuite also needs to boost their response time for interaction. The longer a user waits, the less important they feel, and the more likely they will go to another source to address their needs.