SAN MATEO, CA: Social media management platform HootSuite has selected Edelman as its PR AOR following a review.
HootSuite hired Edelman to help drive sales of its HootSuite Enterprise software, a paid-for business platform that helps companies organize their social media and community engagement initiatives. The agency, which started working with HootSuite on August 15, will oversee media relations.
The company selected Edelman for its global reach and media and business connections, said Sandy Pell, manager of PR at HootSuite.
“Many companies use HootSuite, but most people don't know we offer such a vast enterprise product,” she said. “We want to shift our focus to reaching target media, and Edelman has an amazing network to tap into.”
The firm will target business and general interest media, supporting HootSuite's outreach to marketers and PR professionals, CMOs, CIOs, and CEOs.
Its digital marketing work will include helping HootSuite set up command centers, or dedicated rooms that brands can use to monitor social media.
Edelman VP Travis Murdock will lead the HootSuite account from the firm's Silicon Valley office in San Mateo, CA.
The company reviewed various agencies during the search process, but it declined to name the participants or the firms it has worked with in the past.
HootSuite has about 5 million global users, close to 5% of which are paying customers of its Pro or Enterprise platform, Pell said. The Enterprise version offers expanded features in security and compliance, scheduling, posting from unlimited social networks, social media training, team collaboration, and analytics.
Sixty percent of HootSuite's sign-ups come from international locations, Pell added.
Edelman pitched for the business over the past two months, Murdock said. Some agency executives were users of HootSuite's service before the pitch began, he added.