Hootsuite

Hootsuite, the social media management firm, is facing scrutiny over its decision to retain United States Immigration and Customs Enforcement as a client. Protest group Democracy Rising demonstrated outside the company’s Vancouver office, criticizing the relationship amid market pressures and public sensitivity.

Chief executive Irina Novoselsky said Hootsuite works with governments without endorsing policies and does not provide individual surveillance. Founded in 2008, Hootsuite rose in the 2010s before competition, platform changes, and AI tools reshaped the sector. The company is balancing reputational risk against revenue tied to the account.

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Vancouver-based Hootsuite is supplying social media management software to the U.S. Department of Homeland Security under a contract that could reach nearly $2.8 million by 2029. Public records show DHS has committed $1.1 million and spent more than $454,000 so far, with the deal approved in July 2024 through federal contractor Seneca Strategic Partners.

The software supports U.S. Customs and Border Protection and includes Talkwalker, an AI-powered monitoring tool Hootsuite acquired last year. The agreement emerges as DHS faces criticism over immigration enforcement practices. Hootsuite declined to comment on customer relationships.

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Vancouver-based Hootsuite has confirmed it is laying off about 20% of its global workforce, representing several hundred employees. The social media management firm told Business in Vancouver the cuts are part of a company-wide restructuring.

“We made the difficult decision to reduce our global workforce by 20%,” the company said, thanking departing employees for their contributions. The layoffs follow Hootsuite’s recent recognition as a finalist for Anchor Company of the Year at the BC Technology Impact Awards. Chief Customer Officer Tara Ataya previously praised B.C.’s innovation ecosystem.

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Hootsuite, a leading social media management platform based in Vancouver, is set to acquire Luxembourg’s Talkwalker, an AI-driven consumer analytics firm. While the financial details remain undisclosed, Hootsuite CEO Irina Novoselsky announced that this acquisition will elevate their social media performance capabilities.

Talkwalker’s technology, specializing in monitoring and analyzing social media data, will enhance Hootsuite’s services by providing insights for actionable strategies and measurable impacts. This strategic move, building on a partnership since 2015, aims to solve Hootsuite customers’ challenges in translating social media feedback into valuable business actions.

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