In any PR activity we need to measure results, and this raised new challenges when social media came on the scene.

Many measurement and analytics experts jumped on the bandwagon to offer tools that help brands ‘measure online influence’ via these social media platforms.  Last week Hootsuite announced its new analytics solution which moves away from being just a simple social media dashboard and into a versatile online brand management service. In my eyes, this move by Hootsuite can be seen as both clever and brave. Clever, as social media measurement is a very hot topic and everyone is looking for those tools to give their social media activity ‘meaning’. Brave, as this is an incredibly competitive space and thus far, I do not believe one solution has truly cracked it.

At Firefly we’re always open to new tools, that could complement our own FireTalk service, so we will certainly be giving Hootsuite a go.

This post was written by Charlotte.