“Hootsuite: unlocking the value of social media relationships"
Irina Novoselsky CEO at Hootsuite, has nearly two decades of experience in business, financial services and technology. As Hootsuite's CEO, Irina is driving our game-changing shift from social media management—the category Hootsuite started—to a category evolution fueled by customer demand: social media performance. Prior to joining Hootsuite, Irina held the role of CEO of CareerBuilder, as well as many notable positions at global companies including Novitex Enterprise Solutions, Dubin & Co, Apollo Global Management and Morgan Stanley.
Can you present Hootsuite in a few words?
Hootsuite is the undisputed leader in social media performance, helping brands unlock the value of their social media relationships through industry-leading features for creating, managing, and sharpening social media strategies. From publishing and engagement solutions to social listening and analytics, we provide our customers with everything they need to grow on social media fast.
With the acquisition of Talkwalker, the best-in-class enterprise social listening solution, we are taking our mission of unlocking the value of social media relationships to the next level. By bringing together two category leaders, we are sparking a game-changing shift from social media management (the category Hootsuite started) to a category evolution fueled by customer demand: social media performance.
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"The key to success lies in our culture and values."
What has changed since the new acquisition?
As mentioned, by bringing together two category leaders, we are sparking a game-changing shift from social media management (the category Hootsuite started) to a category evolution fueled by customer demand: social media performance. What this really means is that, for the very first time, businesses will have a social media performance engine that equips them to turn insights into action, impact, and revenue—all fueled by AI.
What is the key to success for a company like Hootsuite to succeed internationally?
From an acquisition standpoint, the key to success lies in our culture and values. We’ve been partners for 7 years already, our company values literally overlap, and Talkwalker has an incredibly talented team that is complementary to Hootsuite’s talented team of Owls. This represents the deepest possible level of collaboration between two tech darlings: one of Luxembourg's most high-profile startup success stories and one of Canada’s most beloved homegrown tech companies. We were already successfully serving businesses across the globe prior to the acquisition, and are confident that bringing our teams and technologies together will propel that success even further on a global scale.