HootSuite is laying the groundwork for a stronger enterprise attack through the acquisition of social analytics firm UberVU.
The Cambridge, Mass.-based business produces a real-time social media marketing platform that aims to be better than the rest by centralizing monitoring, engagement, collaboration and reporting into a single dashboard.
The merger has gone into full effect as HootSuite is now offering UberVU's standalone social analytics product.
HootSuite CEO Ryan Holmes explained further in a blog post on Wednesday that UberVU's analytics will be integrated into HootSuite's social media engagement platform in the coming months.
Holmes also suggested that the acquisition was motivated by customer demand.
uberVU helps businesses better understand their social audience by identifying key influencers on relevant topics, easily detecting real-time spikes in engagement (with insights on sentiment, location, and demographics), and highlighting important mentions. Customers also get a powerful content marketing tool that identifies trending stories and relevant content to post directly to social media accounts. To track results, customers can create custom reports using templates and drag-and-drop layouts.
Financial terms of the deal have not been disclosed.
Nevertheless, HootSuite must have paid a considerable sum given that UberVU will be bringing with it a client list of more than 200 enterprises, including NBC, Fujitsu, 3M, and Indiegogo.
HootSuite itself boasts that it already serves more than eight million customers worldwide, supporting the social media needs of 75 percent of the Fortune 1000 companies. It's clear that HootSuite is counting on this deal to fill the gap.