Social media management tool HootSuite is currently one of the most popular platforms for individuals and brands to manage multiple social media accounts.

We recently caught up with HootSuite’s VP of Community, Dave Olson, from the company’s headquarter in Vancouver, Canada to talk about expanding into Australia and future trends in social.

Managing social networks

Olson sees a management tools such as HootSuite becoming more central for managing a brand’s online presence and this need is growing as the number of social networks and platforms expand.

“There’s an evolving need to easily manage your networks and entire social presence from one secure location. With this in mind, we’ve built a tool which makes this easy and secure.”

Adapting is critical

While many Australian brands are using social media to successfully engage their customers, Olson says the rapid pace in online trends means companies cannot become complacent.

“Social is clearly not a fad – large global brands are starting to realise that they can’t ignore it as your customers are talking about you whether you are listening or not. The ones who neglect social will quickly fall behind while also alienating a large demographic of prospective business.”

Analytics for ROI

With more brands using social, the importance of analytics to measure results are becoming more important.

“As large global brands adopt social media tools and tactics, the need to effectively monitor and manage these channels becomes a increasing important priority.”

He also says that HootSuite geo-ocation features, such as Geo-Targeting – which helps brands see relevant discussions in specific regions – are some of the platform's most popular.

A move to mobile

With Australians having some of the highest rates of smart phone ownership in the world, Olson believes local businesses should be preparing for a mobile-dominated future.

“What’s interesting for us is looking at regions that already have higher mobile usage than North America. For example, web-traffic to HootSuite.com from a country like Indonesia (which is much more mobile dominant than North America), numbers are low compared to the mobile sign-up rates where Indonesia is consistently near the top of our daily HootSuite sign-ups.

“The takeaway is that many of our users are exclusively using HootSuite exclusively via our mobile apps.”

This can also translate to a reason for local brands to ensure their website is optimised for viewing on mobile devices, or exploring the possibility of utilising mobile apps.

Case studies

Besides brands, Olson says that people are experimenting with management tools in creative, sometimes surprising ways.

“A hospital has live tweeted surgery using HootSuite, and users pre-schedule messages to Twitter and Facebook in order to observe secular holidays like the Sabbath.

“We truly enjoy hearing compelling stories from individuals or small businesses about how HootSuite helps them – whether it helps them reach more prospective customers, keep their followers up to date with business news, or find unique ways to share their own brand stories.”

Moving forward

The increase in social media platforms means HootSuite is continually refining its offering. While the most popular platforms remains Twitter and Facebook, Olson says HootSuite is catering to an expanding range of services.

“We recently released G+ Pages to all of HootSuite users and we’re constantly adding new integrations to our App Directory, which houses everything from massive outfits like YouTube and Instagram right down to niche productivity tools like NeedTagger.

“We’ve got some exciting new platforms, apps and features currently in the works which are game-changers in social media – you’ll have to stay-tuned.”

Plans for Australia

HootSuite now has employees and community ambassadors in Australia participating in industry events, hosting casual “HootUps”, sharing culture, and answering questions about social media in general and HootSuite specifically. The Amazing Owls video recently featured Australian travelers venturing to Hootsuite's HQ in Vancouver. 

The company also manages a Australia-specific Twitter account @HootSuite_Aus featuring their mascot Owly in Aussie garb.

Olson says, “Owly comes in over 100 outfits and we often mail stickers and other treats to say thanks to users who share our tools with others and Tweet about it. Spread the word and we’ll send a HootKit and share your photos on our fan blog lifeofowly.com.”

HootSuite recerntly released a paper animated video listing the new countries the company operates in. Dave hopes Australia will make it into Part Two.

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