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Hootsuite Inc., a provider of social media management and social listening solutions to companies worldwide, is launching its AI-native social media management platform, “Hootsuite Social OS,” in the Japanese market. This platform integrates social listening, content creation and posting, customer support, and employee advocacy into a single platform, supporting everything from understanding changes on social media to subsequent business responses through a common AI layer, “Wisdom.”
Background of “Hootsuite Social OS”
Social media has become a crucial touchpoint not only for corporate information dissemination but also for understanding consumer reactions and evaluations. With the proliferation of generative AI, social media reputation is increasingly being summarized and compared, influencing purchasing decisions and brand evaluations. Therefore, companies are required to continuously and quickly grasp how their products and brands are being discussed.
As a result, social media management is expanding beyond post management and performance measurement to include efforts to quickly identify signs of change through social listening and social analysis, thereby shortening the time it takes to reflect these findings in marketing, product development, customer support, and crisis management.
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Furthermore, while the business use of generative AI is expanding, there are still situations where information from social media, which changes rapidly, needs to be collected separately, and manual tasks such as inputting and verifying output content for AI, and transcribing it into post management tools remain. Given this situation, Hootsuite has adopted an “AI-native” design that not only adds AI functionality to individual tasks, but also integrates AI into a series of workflows, from information collection and analysis to content creation, posting, customer support, approval, and performance measurement.
“Hootsuite Social OS” provides an environment where relevant departments such as public relations, marketing, SNS management, and customer care can share information starting from real-time social data, making it easier to reflect changes in the market and consumers in daily strategies.
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