Social media management platform Hootsuite has unveiled a social media listening tool, in collaboration with Brandwatch.

The tool can integrate directly to the dashboard, allowing businesses to gather customer insights by starting and analysing conversations around their brand. Hootsuite hopes this tool can help businesses react to trends, improve ad creative, create more targeted messaging, and brand protection. 

Hootsuite

is a social media management platform, where marketers can keep their social media platforms both timely and organised using its dashboard to manage Twitter, Facebook, Instagram, LinkedIn, Google and YouTube all at once.

Brandwatch

 aims to help businesses analyse their online presence using one of its five products offered, including Consumer Research, Audiences, Vizia, Qriously, and BuzzSumo. 

Hootsuite VP of corporate marketing, Henk Campher, said: “Social media produces emotional data that marketers are using to gain insights into what their customers are saying, what products they’re looking for, and the type of conversations that brands can engage with. These insights go beyond just marketing, providing value to product teams and helping the entire organisation mature and become more attuned to the human dimension of customer experience. This is emotional data driving smart customer engagement.”