Hootsuite believes it has emerged from the COVID-19 Pandemic with a bold new vision for the company.
The Vancouver-based startup is an icon of the city and the internet for pioneering social media management back in 2008, when many of today’s most popular networks were nascent or yet to exist.
“What we know is that social rewards bravery and creative courage,” says Maggie Lower, Chief Marketing Officer, Hootsuite. “We recognize that tackling the wild world of social can be intimidating, but that’s where we come in—with the education and expertise that comes from being the first and best mover in the space.”
Hootsuite says it “created a category” and since then has “always strived to be at the forefront of social innovation.”
“We have always been at the forefront of social,” affirmed Tom Keiser, CEO of Hootsuite. “We take our responsibility as advisors and visionaries seriously.”
The Canadian company is encouraging other brands to stand out and “join the social conversation authentically,” while providing necessary guidance on how to do that.
“Together with our customers, we will champion the power of social for good, uplift people, and ignite our customers’ brands and businesses,” said Lower.
The ethos of the new Hootsuite is still personified by a longstanding old mascot: Owly has been promoted to Chief Connection Officer. In this position Owly will now “play a larger role as the friendly, approachable, and expressive guide for brands who are leveraging social,” according to a statement from the company.
Full details of the new brand identity and manifesto will be unveiled tonight.
Last year Hootsuite boasted serious momentum. Multiple acquisitions, including Montreal AI startup Heyday for $60 million, showcased the company’s strong balance sheet and desire for growth.
In fact, Hootsuite was rumoured to have considered an IPO last year before downshifting market conditions eased the company’s foot off the pedal. As some in tech have recently laid off up to 20% of their workforce, Hootsuite has been spared from mass layoffs—though wisely dialled back its hiring plans for the year.