HootSuite Acquires Social Analytics Shop uberVU, Enhances Analytics

Social media management platform HootSuite on Wednesday announced the acquisition of social analytics platform uberVU to provide clients’ deeper insights on campaigns across sites such as Facebook, Twitter, LinkedIn.

Terms of the deal were not disclosed.

Boston-based uberVu, which boasts some 200 clients including 3M, NBC, Heinz, Fujitsu and Getty Images, makes software that analyzes social media interactions to help brands track and manage their presence across major social networking sites. That includes monitoring brand mentions and spikes in engagement, and identifying top influencers on specific topics.

The company also provides a social content marketing tool to detect trending stories and relevant content for posting directly to client social media accounts. Brands and businesses can create custom reports to track results using drag-and-drop layouts.

“By bringing uberVU on board, HootSuite is adding powerful analytics capabilities to our battle-tested engagement platform. This is a direct response to feedback from HootSuite customers and has accelerated our existing analytics plan,” wrote HootSuite CEO in a blog post today.

He noted the company will initially offer uberVU’s analytics platform as a standalone product but integrate the company’s technology and know-how into its own system in the coming months. HootSuite, a Facebook Preferred Marketing Development partner, last week announced its fourth-quarter revenue more than doubled from a year ago.

The company, whose clients include PepsiCo, Virgin, Sony Music and WWF, also said it added 700 customers globally last year, while increasing the size of its staff to almost 400. Privately held HootSuite has raised 187 million in venture funding to date from investors, including Accel Partners and Hearst Ventures.

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