Pros / Uberview via Hootsuite's social media engagement software complements its analytics.

Cons / This software does not understand slang terms.

 Verdict / UberVU via Hootsuite combines powerful analytic tools with its already strong social media management software to create an effective platform for businesses to track, analyze and respond to social media.

Editor's Note: We have been informed by the company that UberVU has been renamed to Hootsuite Insights and that it has drag-and-drop, live chat, and translation capabilities. We will fully evaluate and reflect this additional information when we next update the Social Media Monitoring site.

Many people are familiar with Hootsuite for its free social media management software, but its paid versions include the strong analytical tools of uberVU. The combined platform makes this social media monitoring and response software an excellent choice for businesses who want to do more than listen in on social media conversations.

Hootsuite works with 26 social media networks – the most of any service we reviewed. It monitors 52 languages, filtering out gibberish and spam so that you get the messages that are important to your business. This company doesn't just monitor social media, but news sites and blogs as well. Hootsuite admits its software is not adept at understanding slang. You might need to put in some work by programming important slang keywords to seek out or filter.

In addition to the usual demographics of gender and age, uberVU's analytic tools determine profession and education level if that information is listed on a poster's profile. It can detect potential buyers and leads by identifying known signals for buying or intent. The company archives data in perpetuity for enterprise customers, so you can easily compare past campaigns with a current one. Like all the software we reviewed, it can identify influencers, who are people with a lot of followers with whom you might want to cultivate a relationship.

Hootsuite does not list a consistent accuracy rating, though it says it has found the accuracy of sentiment assessment tools varies from 50 to 85 percent, depending on the data. Humans tend to be 73 to 85 percent correct in judging accuracy of the feelings of a particular post.

As one of the premier social media management software companies, Hootsuite's strong point lies in its social engagement capability. You can respond to posts right from the dashboard or schedule posts for later, even assign others to handle them. It has hundreds of additional apps that let you customize your dashboard.

The reporting and back office features are easy to use and complete. The drop-down menus set your parameters and drag-and-drop elements help design a report that's informational and pleasing to the eye. You can save these as a PDF for easy sharing. This software integrates with Salesforce, SugarCRM, Nimble Social CRM and Batchbook, and can integrate with other customer relationship management software.

You won't find an email address or contact form on its website. You will, however see a Twitter handle you can tweet questions to, and phone support is still available. Hootsuite offers video tutorials and other help documents. You also have a dedicated account manager who can answer questions and give you some tips on using the software. Further, Hootsuite and uberVU offer seminars and webinars on social media monitoring and response to help you get the most out of your software.


With the addition of uberVU's social media analytics, Hootsuite adds to its already excellent social media management software with a social media monitoring system that's thorough and easy to use. It's an excellent choice for businesses of any size, but especially for small and medium businesses who are looking for an integrated platform to handle both sides of this marketing equation.