Hootsuite releases APIs for publishing, user management and Ow.ly

The APIs are designed to let businesses connect social data and various Hootsuite functionality to their existing platforms.

Social media management platform Hootsuite on Tuesday rolled out a trio of open APIs for publishing, user management, and the link-shortening service Ow.ly. The rollout marks the first time Hootsuite has opened up its platform to developers.

The APIs are designed to let businesses connect social data and various Hootsuite functionality to their existing platforms.

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For instance, the publishing API connects the Hootsuite platform to a company's CRM platform, content management system, or other content creation portal.

The idea is to give someone like a social media manager a centralized content hub where they can publish social media posts directly from within a company's preferred technology platform.

The user management API allows for the automated management of Hootsuite user accounts within existing enterprise systems like CRMs. Hootsuite said the API can be used to automate the onboarding of new users as well as for policy control from existing technologies.

Hootsuite's Ow.ly API can be used to automatically synchronize click stats from Hoostuite with existing dashboard and reporting systems to consolidate visualization and analytics for social posts.

"By opening up access to the Hootsuite platform, we empower businesses to get more value out of Hootsuite and our best-of-breed partner ecosystem to provide meaningful customer experiences and interactions," said Patience Yi, VP of Platform at Hootsuite.

Beyond the APIs, Hootsuite has been looking to all corners of its business as it aims to bolster its platform for more enterprise appeal.

Last month, Vancouver, British Columbia-based Hootsuite announced plans to acquire Sales Prodigy, a mobile app that offers social selling tools for businesses. The company plans to integrate Sales Prodigy's technology into its platform to make it easier for business users to engage with prospective customers in real time on social media.

In November, Hootsuite tightened its ties to Microsoft with a series of platform integrations with Microsoft Dynamics CRM, Microsoft Office 365, and SharePoint, along with more capabilities tied into Yammer.

And last summer the company partnered with IBM in a commitment to move its App Directory, a marketplace of social applications, to IBM's SoftLayer cloud infrastructure.