HootSuite should plug in, not replace

Not every application should be a communications hub. HootSuite has done a great job positioning itself as the social media marketing dashboard for medium-sized operations or smaller teams at big companies or agencies. And it makes total sense for it to integrate its dashboard with other communications tools. But “getting you out of your mail inbox” into Hootsuite seem overly ambitious. There’s tons of other listening platforms and work media tools it needs to support.

I expect big social communications platforms like Yammer, SocialCast, and Chatter can bolt on to and even become the main thread for other marketing technology effectively. I’m not so sure this is where HootSuite will shine.