Social media management company Hootsuite announced it will acquire Talkwalker, an AI-powered social analytics platform. Terms of the deal haven’t been disclosed, but it’s expected to close in 2Q 2024.
Hootsuite, based in Canada, has partnered with Talkwalker to provide social analytics tools to customers for the last seven years. Hootsuite started in 2008 and boasts 6,000 enterprise customers and 200,000 users overall.
Social campaigns and measurement. The combined offering includes:
- Building brand awareness by discovering and responding to trends across social media.
- Driving lead generation by delivering more qualified leads based on insights into audience intent.
- Comprehensive reach across more than 100 social platforms and 150 million websites.
- Talkwalker’s Blue Silk GPT genAI social analytics technology.
Social media performance. “We have had [social] listening for years,” said Hootsuite CEO Irina Novoselsky, in a company release. “While that worked then, the industry is entering a new era of social media performance. To achieve this, we’re building a social media performance engine, a feedback loop where AI takes consumer data and generates insights for actionable strategies and measurable impact.”
Why we care. Two leaders in social media marketing are joining forces to enable marketers to increase the scale of their campaigns intelligently. That means creating and controlling the distribution of posts while measuring the impact of those posts, as well as broader social trends, all in a single control room.
Dig deeper: Salesforce’s full-funnel approach to social media
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About the author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
