The aim of the integration is to provide clients with the performance data they require to evaluate the return on investment of their social activities. It will connect social media messages to website conversions and stats to give a breakdown of the impact social has on organisational and departmental objectives.

The auto-generated reports can then be customised to show connections between social media messages and website conversion statistics, providing the level of measurement consistent with SEM and display ad markets for comparison across channels.

“Every organisation must continually evaluate and optimise the social media ROI of each department’s publishing and engagement efforts. For that you need measurement-driven management, and the HootSuite-Webtrends integration helps satisfy that need,” says Ryan Holmes, CEO HootSuite.

Alex Yoder, CEO of Webtrends, adds. “Our new partnership with HootSuite will provide marketers with unprecedented insights into social media engagement and effectiveness leading to valuable, quantifiable and repeatable social media marketing optimisation for organisations of all types.”