Hootsuite acquires Brightkit, eyes enterprise expansion

Summary:Hootsuite bolsters its enterprise social relationship management software via the acquisition of Brightkit. The company also launches Campaigns.

Hootsuite, best known for its Twitter management and dashboard app, said it has acquired Brightkit in a move that will bolster its standing with corporate customers.

The company is transitioning to be viewed as a social relationship management platform for the enterprise said that Brightkit puts it over the 10 million user mark. Terms of the deal weren't disclosed. 

Hootsuite added that Brightkit, which creates custom social marketing campaigns, will be behind Hootsuite Campaigns, a suite to manage social marketing. Brightkit has more than 100 customers. Hootsuite, like other social marketing management outfits, is chasing the big pile cash for technology controlled by chief marketing officers. 

In addition, Hootsuite said that it has added enterprise customers such as Telekom Malaysia, Brooklyn Public Library and Hyland Software. Hootsuite has also added a bevy of executives to build out its global footprint and enterprise customer base.

As for Hootsuite Campaigns, the software is designed to create social media galleries for clicks, distribute contests aimed to go viral and manage marketing campaigns. Here's a look at a dashboard. 

hootsuite analytics

Hootsuite's biggest challenge with its enterprise software will be taking on larger vendors. Everyone from Oracle to Salesforce to SAP to name just a few has social marketing management software.

Topics: Social Enterprise, Enterprise Software


Larry Dignan is Editor in Chief of ZDNet and SmartPlanet as well as Editorial Director of ZDNet's sister site TechRepublic. He was most recently Executive Editor of News and Blogs at ZDNet. Prior to that he was executive news editor at eWeek and news editor at Baseline. He also served as the East Coast news editor and finance editor at CN... Full Bio

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