Marketing Automation

This document provides information about marketing automation and specifically focuses on the use of Hootsuite for social media management. It explains the purpose of Hootsuite, the first steps in using the tool, the compatible social media platforms, and the features of the Hootsuite dashboard. The document also includes recommendations for using the Publisher tab in Hootsuite.

Marketing Automation
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Marketing Automation
1) Do some preliminary research on your own and provide a short paragraph, in your own
words, of what the Hootsuite tool is used for.
Hootsuite is an integrated social media management toll that helps businesses to keep trace and
maintain their social media channels as well as enables them to monitor people’s review about their
brand. This enables business to quickly respond to social media reviews. With Hootsuite
businesses can trace social media streams on multiple channels like Facebook, Twitter etc. to post
updates or respond instantly (Hootsuite 2019). Hootsuite is an effective social media management
tool that supports businesses to manage their social handles. Also Hootsuite has team
administration facility which permits businesses to delegate responses to members and hence once
a review is responded other members logged in do not reply to responded status as tasks are
separately allocated.
3) Once a Hootsuite account is created – what is the first step in using this tool?
Once a Hootsuite account is created then user needs to first choose plan type that meets his
requirements and then fill in information that can guide through connecting to social networks and
published posts. User then needs to connect social profiles to publish and content schedule to track
social participation over Hootsuite dashboard. In the dashboard, user needs to choose Streams
from launch menu, then add social network to choose list of networks and connect and authorize
account to connect to Hootsuite dashboard (Hootsuite Help 2019). After this user needs to
establish streams for each one to track conversation and to get involved with customers through
particular pages, hashtags. Next user can get involved with audience and increase their following
through regular posts. Users can also administer their social media with Hootsuite mobile apps and
can invite team members to share network access to start collaboration.
4) Which social media platforms are compatible in Hootsuite?
The social media platforms that are compatible with Hootsuite are Twitter, Facebook profile and
pages, LinkedIn profiles, pages and groups. Also Foursquare, WordPress, MySpace, Tumblr,
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YouTube, Mixi are compatible with Hootsuite. Even Google+ pages are accessible through RSS
feeds.
5) Explain, in your own words, what ‘tabs’ are in the Hootsuite dashboard.
Hootsuite dashboard comprises of tabs and streams which permits users to track their social media
profiles and communicate with their followers. Tab illustrates profiles and streams represent distinct
aspects of a profile. For instance, Facebook profile is a Tab and scheduled posts, messages are
streams for Facebook profile Tab. To add Tab users have two choices i.e. they can go to top of
toolbar and click on name and then share social network. Second option is to click Add social
network in streams dashboard.
6) Explain, in your own words, what ‘streams’ are in the Hootsuite dashboard.
According to Humelnicu (2017) the streams in Hootsuite dashboard show the content from user’s
social network and is that part of Hootsuite dashboard where users can track their network and get
involved with followers in their social interactions. A stream is real time batch of chronological
mentions from social platform that helps users get insight into their social interactions relevant to
business and brand.
Steams have two categories i.e. keyword search and social network. The keywork search stream
gathers all mentions that syncs with search terms organized under business product or market or
competitor. These streams are called signals and are used to monitor. Whereas social network
stream gathers mentions from connected social profiles. Streams give a wealth of information to
give context to interactions that are monitored by user and based on stream category things like
reach, source, language, location can be viewed. Also search stream mentions represent
sentiments, gender, location etc. Also users can get engaged with mentions in streams like retweet,
reply and more. Under each stream metrics can be selected to measure and evaluate breakdowns
of users mentions in detail. Also data filters are available in each streams for mentions and metrics
and streams can reserve mentions for 90 days and metrics for each stream can be kept from the
period streams are generated. Also to save a specific mention for more than 90 days, users can tag
them to stream and the tag activity get automatically reserved in streams.
7) Why is YouTube only available as an Application (rather than a stream option) in the
Hootsuite dashboard?
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YouTube is only available as an Application in the Hootsuite dashboard as in streams releasing
new video ads format and updating earlier ones could be limiting and performance dragging tasks
which can be difficult to be monitored and checked. So YouTube is available through application
option so that videos could be tailored to each platforms specification so as to ensure that users
content look good and best which as stream option can be a real challenge.
8) Under the ‘Publisher’ tab in the Hootsuite dashboard – what 3 features would you
recommend your client use and why? Provide an example for each one.
In the Hootsuite dashboard the three features that would be recommended are:
1. On left side of Hootsuite dashboard under Publisher Tab, it is recommended to choose
schedule a message feature which opens a content generation tool where users can publish
posts either instantly or at their scheduled time. Contents are added and even links can be
added within through link field. This Scheduling feature helps users post their content in social
networks without having to be online and could be used to schedule posts at users optimum
time.
2. Also under Publisher Tab, manual scheduling feature is recommended where posts can be
composed and scheduled to be posted across a day or a week. Networks can be chosen for
posts and calendar can be used for scheduling. Also manual scheduling feature is by default
and can be disabled to enable auto-scheduling feature which helps to schedule post for
optimum time of user.
3. Also scheduled tab feature is recommended which offers a list of scheduled posts and gives
option to edit, delete or upgrade. Also previous published posts can be viewed in Pat scheduled
feature through list, day or week.
References
Hootsuite (2019) Social media management simplified. Available: https://hootsuite.com/platform
Hootsuite Help (2019) Quick Start Guide. Available: https://help.hootsuite.com/hc/en-
us/articles/204598140-Quick-start-guide
Humelnicu., R (2017). How to use Hootsuite. Hallam Available: https://www.hallaminternet.com/how-
to-use-hootsuite/
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