Hootsuite was the first tool created to manage social networks, in 2008 by Ryan Holmes. Holmes needed an efficient way to manage content at his digital marketing agency.
In order to find out what this tool is about, I interviewed Geana Barbosa, director of Hootsuite for Latin America. Barbosa, she is originally from Brazil and has extensive experience in the technology and digital marketing industries.
As women, work spaces must be occupied, they must not be requested.” Geana Barbosa.
— What is Hootsuite?
Hootsuite was born from the need for brands to communicate more directly and effectively with their consumers. Once the arose social media boom, people found a new way to interact with their friends and family. And the communication channel with the brands was also generated, as if they were known. So, everything that used to be a unidirectional, a place rented for marketing purposes, now with social networks there is a space in which the relationship with the audience has to be managed.
What Hootsuite does is support businesses (from small businesses to large enterprises) and content creators to manage your presence on social networks, according to the expectations of your consumers, throughout your entire consumer journey (conversion funnel). We also help companies understand how they are evaluated and improve the shopping experience through social media.
Finally, we help manage the loyalty of a consumerr via networks. For example, before calling a call center, a customer will send a direct message to the company through Facebook or Instagram or leave a positive or negative comment in the comments of a publication.
Therefore, Hootsuite helps manage all of your social media marketing, social commerce, customer service, and social listening. Thus, brands can understand how they are there, how they position themselves and how they can be proactive and manage the relationship with customers via social networks.
In a nutshell, Hootsuite is an online tool for planning and publishing social media content. You can connect with other tools like Hubspot or Sales Force.
— What social networks can be managed from Hootsuite?
Practically the most important ones: Twitter, Facebook, Instagram, Pinterest, Linkedin… the last one to integrate was TiTok a few months ago and it has been an incredible success.
— Can I schedule stories on Instagram from Hootsuite?
Yes, photos, videos, stories, and carousels can be posted from desktop or mobile. However, there is a trend towards short consuming videoswhere consumers have the expectation of seeing content that is less produced, more authentic and not like the videos that marketers are used to making.
Programming is fine, but we always recommend that the content be more authentic and human. In other words, a more real and less aspirational. This is the trend and companies must reinvent themselves, be attentive to what audiences want in order to remain relevant.
— What will happen to Facebook in a few years, will it still be relevant?
I could not diagnose the death of Facebook, I think that each social network will have a strength for different types of audience. For example, in Chile, Facebook is a very important channel for clients or the government that handle relationships with rural populations or older people. The number of people who contact the different organizations through Facebook, to obtain information about elections or clarifications is gigantic. And this can improve the customer experience, instead of having 500 people waiting in a call center, they can send a message through Facebook because it has a very large reach.
At Hootsuite we encourage our clients to have a diversification strategy. That is to say, that they diversify their communication and optimize the channels available to them, rather than just having a network, although clearly each brand will have a niche that works better.
— How do you see the development of digital marketing in Latin America compared to the US or Europe?
Regions like Latin America or Asia are much more creative, take more risks and have a stronger potential in digital marketing and the strategies they use. We as Latin Americans cannot shrink, that is the message I want to give. If we look at the use and penetration of social media in the region, many of our countries are among those that spend the most time on networks worldwide. The only thing missing is to professionalize the marketing managers a bit.
— Before Hootsuite you worked on Linkedin, within the technology and digital marketing industries, how do you see the role of women?
As women, work spaces must be occupied, they must not be requested. Again it is the same issue of not shrinking. The point is that women stop thinking that they have to prove that they are good for their position. They simply occupy certain positions because they deserve it, because they are the best option, regardless of their gender. Despite this, I think there are still challenges. For example, when I worked in Asia and was in contact with clients, on certain occasions they questioned me for being a woman. Given this, the best thing is to be self-confident, so as not to feel that you are less than anyone else.
There are opportunities in the industry, it’s just a matter of applying even if you don’t have 100% of the job requirements. You have to be visible!
itzayana.rios@eleconomista.mx
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