Hootsuite Acquires LiftMetrix for Social Marketing Analytics

In more current news, social media management vendor Hootsuite today announced acquisition of social media measurement vendor LiftMetrix. The synergy is fairly obvious. LiftMetrix connects paid, owned, and earned social campaigns to conversions, leads, and sales, allowing Return on Investment analysis. It also auto-tags content, tracks brand mentions, benchmarks against competitors, recommends campaign improvements, and stores data for external analysis.