Redefining Social Media Success: Dr. Antonis Papatsaras Shares Hootsuite’s Vision!

Join us as we dive into the transformative world of social media management with Dr. Antonis Papatsaras, CTO of Hootsuite. Learn how Hootsuite has revolutionized the industry since 2008 and evolved from a basic management platform to a cutting-edge performance engine with AI-driven insights, following their acquisition of Talkwalker. Discover how social media can significantly enhance your business operations, from marketing and sales to customer support and fulfillment. Dr. Papatsaras shares invaluable insights on navigating the rapidly changing social media landscape, leveraging content effectively, and utilizing advanced tools and analytics to stay ahead. Don't miss out on these expert tips to optimize your social media strategy and elevate your business growth!

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Transcript

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The business landscape has been changing rapidly. Marketing, sales, fulfillment, support. It's all a very different animal these days. And being connected to your customers means that you have to fully embrace online platforms and social media. Today, we're talking about this brave new world. So stay tuned. We have with us dr Antonis Papatsaras, CTO of Hootsuite. Hootsuite started in 2008 and is the world's first social media management platform. With hundreds of thousands of customers and more than 6, 000 enterprise customers, Hootsuite is a social media juggernaut. Hootsuite has become a significantly more capable tool over the years. And following the acquisition of Talkwalker, the leading AI powered social listening solution, they have sparked a transformative shift from social media management to social media performance. So let's talk with Antonis about how social media performance is key to elevating all aspects of your business. Welcome, Antonis. Thanks for having Chris. I'm excited to talk to you. I, you know, I've, I've been watching Hootsuite for many years. Um, and, uh, it's, it's, it's interesting to see how, I think, um, when you guys started out very, very long ago, actually, you know, in, in internet terms, it's an extraordinarily long time, I guess, 2008, right? But your paths, the, the, the industry and your, your, uh, market position have been converging, uh, rapidly. And I think we're kind of at peak convergence right now. Um, you know, if you could, you know, on that point, could you talk a little bit about, um, why that convergence is happening and what you're seeing and how the business landscape is changing? Yeah, of course. Um, we, uh, definitely, uh, the grandfather of the social media management management space. Uh, Chris, we started in 2008 when nobody was really ready to adopt our technology. Um, and think about, you know, what was, um, the impact of social media into what you do every day outside of the fear of missing out because your competitor had it. So back then we started by helping our customers to Connect the different social media, uh, tools into one place. Think of a tweet deck or something like this, right? Where you can post once and then send it everywhere. And, uh, and then watch the streams of the results and the engagements, uh, that would happen afterwards. Um, today, uh, Call it, you know, so many years later, 2024 is about, um, aligning the actions you take in the social media space to impact that, um, that those actions have to your business. So our customers are starting to realize, um, that, you know, we need to move away from just managing managing social media is just a democratized task these days. Um, and really trying to get the value out of it. What is out there, um, how do you interpret it, how do you auction it, um, and how does this drive KPIs for the business? You know, the traditional business model has changed a lot. I mean, you know, the, the old, old model of, you know, the sales guy going out there and pounding the pavement and having the lunches and, you know, the golf outings and things like that. It's just not like that anymore. And all those trade shows, you know, it's like, we don't have all those. So, you know, like marketing struggling to reach the right customer base, you know, the salespeople are really struggling to generate pipeline. But what really what I feel like it all comes down to is, you know, being heard, you know, and it's central to that is really all these communication vehicles, which are the social media pieces. And I feel like, um. It has never been more important now than, you know, than ever before to really, you know, get in front of your audience and find ways to optimize how you're getting in front of your audience. And I think that's where, you know, when you're talking about, um, the, the media management piece of it, I think that's a really important piece. You know, can you, can you speak to the importance of like, How that all plays out and how content plays into, you know, this bigger thing and, you know, producing that content is really So key now. Yeah, for sure. Um, so 95 percent of our businesses are using social media today. Um, but they're using social media, the 5 percent that aren't exactly. Um, there's another statistic for you. Uh, 5 billion people in the world are using social media today for at least two and a half hours of their day. Um, so it's incredible. This space is growing like weights. It's exponential. Um, but, uh, going back into your question, um, I'll. Customers are using social media for the majority. The majority of the customers that join us use social media without actually knowing how to write the right content, how to reach their audiences, and what will have bigger impact. Um, um, you know, what actually will have bigger impact. So if you go back into. Content generation, for instance, um, you know, the moment that somebody, um, has to address the audience, they get a mental block, they get a blank screen with no text and they just don't know what to post. It doesn't matter if you're an insurance company or a, you know, a little corner, um, uh, coffee shop, you still have to engage, uh, your, your audience. So content is really important. So Hootsuite comes in and Hootsuite provides the tools necessary for you To craft the right content, the right time, schedule it to publish it when it has the most impact for your customers, learn from the experience, use the results of the engagement and interactions with that contact. Content to kind of bring it back and draft the second one and so on. So content becomes really, really important because content is engaging. Um, and then building a relationship between the pieces of text that you ship out there to the social media networks with your audience on the other side. It's what, it's what brings really the. Customer, the, um, the sense of a relationship back into who treat your brand, um, and, and in term, um, you know, repeat business and, and, and the trust that your business really requires and needs. This is really a whole company effort. It's not just sales, sales and marketing or just marketing even, um, you know, because people get on to complain about, you know, customer service or they get on to, you know, like make reviews or they're doing that. And like being aware of what's happening on there for all aspects of the business, you know, from support to sales to, you know, everything it's, it's really in fulfillment is another big one too, right? You know, so like, Having that that line of sight to your customers in that way, I think, is really critical, but it's super hard to do right if you're not, if you don't have a vision of the whole playing field, right? You're absolutely right. Um, you know, the old era where you would have a social media managers just caring about your social media presence is gone. Um, if you think about your business as a whole, Um, you, like you can start from sales, like lead generation, attribution to revenue and all that stuff. Um, we can help with, if you go to customer success and support, how do you increase your seats at score? How do you create a customer base that loves coming back for more? And of course, come back for more often for businesses means you can upsell into that audience more. Um, you've got to make sure that you are, um, At the time of now you're responding to this customer needs. Um, if you look at your marketing, the traditional marketing, um, outreach as a company, you do know that outreach is connecting to sales and it's connecting to a customer success and support as well. And if you think about your, your, your whole kind of Um, employee base, like you're a big, um, company and you're recruiting, you want to show a picture of that to the world that you are the best place to work. Um, how can you use advocacy and social media to push your message out, but also, um, to, to attract this new generation of employees who are looking in social media to figure out whether the company they're about to join is the right one. And if you look from the. Um, human capital managers perspective. Same story there. So what we do is we are building relationships, not just within your organization, but within your organization and the, your, your customer or following base. Uh, and we do this by thinking about the 360 view of your social footprint within your organization. So we're now connecting the CRO and the CMO, the CCO, um, the customer officer. Together, uh, even with a, with a, with a personal, so, um, uh, leader, uh, the people leader in the organization to actually think about, uh, social holistically. Organizations keep talking. I talk to REO, he's talking about like, we got to build pipeline, got to build pipeline, got to build pipeline. Right. You know, and obviously social media is just. Absolutely central to that. But, you know, so much of the sales motion these days just begins and ends on Google, YouTube, TikTok, you know, all these social media platforms. And, um, you know, when you look, Google's, you know, the biggest search engine on the planet, but then you get YouTube, which is number two, and TikTok might have overtaken it, but I, you know, you probably know better than I on that, but, you know, but you look at these like, and that's where people are going to find information. That's where they're starting, you know? So if you're not getting your message out there to those people when they're looking at that time, and they're asking those kinds of questions, and they're looking, they have a need, and you know you can fulfill it if you're not getting in front of them. that's a real missed opportunity, right? And, and so like that, that full 360 thing that you've got going really can help you refine that, it sounds like. Absolutely. If you think about, um, where we were with Google over the past 20 years or so, um, social media, um, social media is becoming the new Google search, quite frankly. If you think from, um, you know, especially Gen Z and Gen Alpha, uh, they're spending most of that. Their time there, they look for their brands there. They follow brands and they're more inclined to buy from the brands they follow, um, than anywhere else. If you look at, um, at relationships, um, if I was to, um, put on Instagram, um, a post about something that, um, My new motorcycle and how cool it is, um, it is much more likely two to three times more likely somebody who is following me to go and buy the same brand because now I'm recommending it. So you can start thinking that from from the search perspective and how do you make those searches impactful to your business effort to bring revenue back into what you do, uh, engaging through social media, your customer, your potential customer, your follower becomes paramount. On the whole like performance management piece. There's this idea of, you know, social listening, um, can you, could you talk a little bit to, you know, like how, what do you guys do to, you know, like put all that information in front of someone in an actionable way? Yeah, that's a good question. So just, uh, for, for your audience here. Back about six months ago, we, we bought, um, as you mentioned, Talkwalker. Talkwalker is a listening solution. And listening is really all about, um, taking as many sources in as you can, apply AI models, and slice and dice the data in a way that you bring out insights. We were hootsuite up to that time with 14 other acquisitions that we made over, uh, the period of time of, of, of, So many years, um, and we ended up, um, and we ended up now bringing the action part, which was Hootsuite, um, and the inside part together. So insights that came through Talkwalker became actionable through Hootsuite. And with that, we created impact and value for the business. So, if you think about listening, listening is really the capability of looking at reviews, looking at what's happening on all social media networks at real time, slicing and dicing from demographic to age, to wherever you want, the data, to bring the right insight in front of your audience. So if you are united. com or Coca Cola or, or somebody else, um, you can now start looking at trends. You can start looking at sentiment, how you're, you're falling. Your followers are looking at you. You can start looking, uh, you know, your competitor. So how am I doing as brand X against brand Y, which is a direct competitor to ours. So, Um, all of that, it helps us build what we now call at Hootsuite, uh, a performance engine. So we're moving away from social media management to really performance management. Yeah. And I got to mention those kinds of connections are not, um, Easy to identify either, you know, like, I mean, because in my own work here, you know, I noticed that there's like, just very kind of counterintuitive sometimes connections that you make and you're like, Oh, that's what they want, or that's what they need. That's what they're looking for. And, you know, like, and you think you going down this direction, and then you look at the it's some of the data and you're like, Whoa, I was way off base, you know, and I think that's the thing that, um, Yeah. It's it's hard. It's a very hard task. Actually, it's a hard problem. Yeah. Yeah. I mean, and it's got to be nice to have something to it's a hard problem. And I would argue that the majority of my back end team is just daily working on trying to figure out algorithms and ways of slicing and dicing the data and and and. And validating that the insights are the correct ones for your business. Um, and, and trying to do this at near real time is, is definitely, you know, elevate the level of hardness that, that the task requires you to. Um, but, uh, but that's what, that's what, that's what I'll be doing. Customers want what's that's what the business is really pushing us for. Um, and, and, and we are so excited to be in the crossroads of this new, um, time of movement, a wave, if you wish, of, of actually using social media for something that actually drives growth. Well, and, and, and I think the other thing to add into that mix is that, uh, social media changes so incredibly fast. I mean, not only, you know, just like from day to day, the, you know, like what's happening, what's popular, you know, cause, cause I think one of the things that companies don't realize and that 5 percent that's not on social media obviously doesn't realize is that, you know, you can be out and marketing something and saying something and something. Completely unrelated to what you're doing can happen in in the social media space and all of a sudden what you're doing is deeply offensive to a lot of people and you know, you didn't realize it because you know, you're not paying attention to it. And so, like having that that kind of timely insight is, you know, Super critical so that you're not being insensitive to certain things, and you're staying up to the trends. You're absolutely right. A lot of our customers are using listening, um, and they are in set, in essence, set the rules in order to actually get on top of this problem. The problem off misinformation, the problem off. Um, you're going after a certain thing, but the world is going somewhere else. Um, the problem of, um, uh, looking at trends today and responding with your, you know, tweets or with your, um, um, posts out there, uh, to those trends to actually grab the attention of your followers. Um, so listening is really, really important for this and the ability to actually create the rules to create, you know, the, these notifications that come to you automatically when something occurs in your space, uh, becomes Yeah. And I think, you know, just, uh, it's almost like PR crisis, proactive PR crisis management. Yeah, absolutely. I was going to, you just took this out of my mouth. I was going to say that some of, um, the customers we have, um, in some government agencies that I cannot share with you their names, they absolutely use this technology for, um, crisis management to see what is brewing and reacting to it before it becomes a problem. It really is like an hour by hour cycle in some cases, but you know, a company that waits 24 hours could, you know, have lost the battle already, you know, that's why, that's why it's so like, um, so scary for people, you know, with companies, you know, really strong brand presences and are really out there trying to, you know, reach an audience, it's, you know, it's shifting sands and, and it's not only that too, it's like there's new, new Social media platforms every day, too. I mean, you know, things are coming and going and things this is popular today. This is not popular today. And and now this this this social media platform has changed their algorithm or their community guidelines. And, you know, now everything's different, you know, so like that, that level of change and adaptation, you need a whole team. And I, I got to imagine it's nice to sort of outsource it to, you know, somebody who'd sweep that can, you know, kind of Keep on top of that. Certainly. It is really, really hard. You, you, you said it, the market is changing so fast that it's really, really hard for organizations to follow what's happening. It is also very easy for organizations to go and post the wrong message out there in the midst of, you know, the. the crisis or the chaos, um, and be perceived in their own way. So having the ability to do a little bit of crisis management, having the ability to, uh, see the sentiment, the trends that are going around your brand right now, the outcome of a post that you just shipped out there, um, really quick at real time, um, become paramount so that you can correct that image if necessary and move on. One of the things that you talk about is sort of the whole business aspect of this. And, and, and, you know, like we talked about customer sat issues and things like that, and just fulfillment issues and things like that, and being on top of those before they blow up into some, you know, incredibly viral tick tock, you know, that's dragging your, your brand through the mud. Um, could you speak to how, How that, how that workflow happens, you know, like how, you know, because it's not just now, now you're integrating, you know, like your fulfillment people and you're, you know, integrating your, your, you know, all these other people of the business who typically haven't been involved in the social media side of it. Like, can you speak to how that integration is going? At the core, um, We have the analytical, the advanced analytics capabilities to be able to draw insights at the global level. So imagine an organization that has a, um, a data science team, and we can now provide a data science team with the right information to create the report necessary for the. the ELT team, right, at the highest level to have everything they need in their fingertips. We can also create the reports necessary for that ELT team or other stakeholders to see just the view of what they care about, you know, how the company is doing in social media management side of things. Now start thinking about how do you engage one level down? Yeah. One level down. Um, for instance, we have an app in the sales ecosystem that does, uh, work on the service cloud and provides CSM customers, um, type of customers, the tools along the service cloud to bring into the workflow, the customer, um, satisfaction element by reaching out to the customers and taking In a request coming from social media. Imagine you're united. com and your flight is delayed and nobody's going to call united. com phone number. You know, customer success line, but everybody's going to get on to X and start posting. How do you manage that crisis and service cloud in this case is managed that way. Imagine now on the sales side, the same app will do lead generation and attribute. Conversations we had with potential buyers into actually revenue close at the end of the quarter, since our data will be merged with, um, uh, with the salesforce data in that space. What I'm trying to describe here is that the way we do it is by bringing Hootsuite data and insights into where work happens today. And where work happens today isn't necessarily always happen inside hootsuite. com slash login. All right. But it happens in Salesforce, it happens in Zendesk, it happens in Marketo, in HubSpot, in Workday, depending on the department you are in, what you care about, um, and, and, and that's the attitude of, of where we're going next, if you wish, and what we're enabling, um, also today. Uh, so we bring the organization together by bringing. A customer 360 view from from the social media perspective into what they already were dealing with, for instance, in service cloud emails and voice calls, um, and we complete that, you know, pie, if you wish, with a slice of social media, um, so that they get a full picture and then we can trace, um, opportunities that maybe start in marketing, but they become, you know. Leads to a sales and become customers to a customer success, you know, um, conversation that. Become an upsell opportunity. So, so, I mean, that's really interesting. So, like, now you've got all these integrations into these other tools, it sounds like. Is that, is that what you're saying? I mean, like, you can integrate directly into, like, ServiceNow or, you know, any of these other kind of So, there is, there is, there is today and there is future. So, I blend, I blend today with future. So, today predominantly we're working with integrations on, on some of Top of the great tools, including service, um, cloud and, and, and, and Salesforce and so on tomorrow. We are moving towards a world where work is shifting to the tools that, you know, Gen Z and alpha and millennials are using every day. Yeah, um, which is part of our strategy, but yes, that really brings a whole nother level to it because, you know, obviously, you know, integrating with the tools that they're already working with every day because, you know, they're not going to want to, you know, get into Hootsuite and, you know, like deal with all the social media content, but they do want to know, like, well, something's going on. And like, if you can pop up a ticket and say, hey, there's a customer sat issue and here's the customer, you know, go find out. Yeah, I can't imagine my son, my nine year, 19 year old son, um, ever going into, um, which he don't come, for instance, to do his work. He will do his work at whatever medium is using at a given moment. Um, and I need to make sure that he has the insight necessary and the action button necessary to take that action and move on. Same applies to you, Chris. You know, you, you, you, you're going to. You're using social media today and the way that will, you'll be using social media tomorrow is, is going to be closer to the tools you use to do your production and your work. Um, and, uh, and, and, and, and therefore we need to be there. You know, the social media platforms are very stingy with data sometimes, and sometimes they give you a ton of it, but, you know, like, But until you get to this point, you only get this much data, it's sort of ration out the data, you know, so it is, it is a little tricky or it's like you have to buy this special package or you have to subscribe to this and you know, there's 100 different social media platforms and you know, like, do that for all of them, you know, so having that sort of external ones. You know, link to that data where you can view it outside of their, you know, proprietary ways. And this is what we do. And it's hard because we even as vendors, um, across the space, not just Hootsuite, um, we have to, um, To strike a balance between the data we have and data we can get and the actions we can drive out of those. Um, but, but yes, imagine you as a single person on a small production team that now you have to go to 20, 30 different social media networks and trying to manage your work individually, we just take that stress away from you. I'll testify to that problem because, you know, um, like I'll put a short out on YouTube. I'll testify to I'll put the same short basically out as a TikTok and then I'll, you know, maybe put it up on LinkedIn. Three hundred percent different reactions, you know, like in terms of viewership and who's viewing and you know, how many views and how quickly it ramps up. And it's just like, you know, like without like a holistic view of all those platforms, I, it's like, it's hard to say like, was, was, was it the content that missed? Was it just that my posting time was off? Was it? Just, I just missed the boat on, you know, the people who are on that, the demographic of the people who are on that platform. It's, it's just, I, I literally have no idea sometimes why, why things do what they do. That is exactly what's exciting. What's exciting is that you can have a platform. Picture of a social network, the social network, your advanced analytics reporting capability that we offer. Um, and you can draw your own conclusions on what happens with URLs on, you know, Instagram versus, you know, YouTube and TikTok and so on. Um, but, but, but then the magic. And the insights come when you start combining all together and you starting to realize that, you know, certain actions you can take can lift all three social media networks. Uh, um, and your and your and your impact on on those up. Um, and and so on. So those, trends and those insights that we give you, uh, and the ability to kind of look at one screen and, and, and get a whole worldview, um, helps our customers tremendously. I have to admit, I do a lot of like, well, let's try it and see what happens, you know? Of course. Which can, you know, be expensive, time consuming, you know, problematic. And, you know, like now I'm like, you know, and, and, and I think that, you know, people don't really, who aren't living in this space a lot, don't really understand things like, you know, Descriptions, thumbnails, how it's like, that's so important, you know, you get so wrapped up and you know, like, I want to tell people this, but you don't think that like, they're not even going to get to that point if you don't have, you know, now YouTube's a being, you know, thumbnails and things like that. And it's like, so you get all this data. And it's just like, Oh, my God, I don't know what any of that means. And how does that relate across all my platforms here? It's, it's a tough. Yeah. It's a tough gig. It is. And it's getting tougher by the moment as, as you said, more social media networks are popping up. Um, they're also changing. Um, of course, you know, content grows exponential. Look at all these AI bots creating content for you right now. Um, and, and, and so on. So, so I can imagine, you know, for somebody like you, Yeah. Um, you know, where you have a smaller team, you can take a lot more advantage of a tool like Hootsuite for an organization who has tremendously large, that has so many touchpoints, you know, hundreds of thousands of employees, um, partners galore and so on. This, this problem becomes even more exponential. We talked a little bit about, you know, the fact that Hootsuite has some of these integrations and obviously a lot more coming, it sounds like, um, Can you tell, I mean, because you've, you've, you've also, you know, you've got all these other tools that you can bring to bear on it. And as you say, you're kind of the man, the, the performance management side of it, rather than just, you know, timing things to post on different platforms. You've gone way beyond that. Um, but you, and then you've also got this, this Talkwalker acquisition too, that gives you all these AI capabilities. Can you speak to a little bit about like what the tool does and, you know, like what the extent of its capabilities are? Um, so, I mean, from the fundamental perspective, the tool allows you to walk in, connect 100, 200, as many social media networks you have, and a lot of organizations have multiple, you know, Facebook accounts, multiple Instagram accounts, and so on. This is where you get hundreds of them, um, and, and do the very basics, which is, um, compose a message. Uh, by knowing the trends by knowing what's happening in your space, which often recommend text for you to do it, um, and schedule the post to go out at the time that is more. impactful for your audience. Um, we have capabilities like a unified inbox that can bring, you know, 15 different social media types, including, you know, conversations like WhatsApp and so on into a single pane where you can, uh, start collaborating with your audience in terms of DMS and messaging, uh, in, in one place. And in there we can give you, we, we are about a month away from giving you sentiment, uh, in these conversations and therefore the ability to know how a, you know, whoever you're interacting with is having a great time or not interacting with you and the experiences having with you. Um, today our inbox is used by very large organizations to do customer success support, like some airlines, for instance, where, you know, all these DMs that they described before come in one central space, and then it's farmed out with workflows to the right people, uh, to, to answer. We bring this functionality in about one month time into Salesforce 2, which means that now we connect these conversations with the service cloud. And therefore, when you were taking calls before, when you were taking emails of customer support issues or whatever you wanted to deal with, now you also get those conversations blend in. You get a whole picture of Chris coming to you through a phone call or an email. Or a dm into into your customer success support. Um, we have, um, streams, which is, you know, like, uh, tweet deck, the ability to monitor just, you know, streams from one social media, but streams for as many social media, um, um, uh, uh, Networks you wish in one screen so that you can actually see real time conversations and reactions happen to what you're sending out. We have the ability to do advanced analytics where you can build custom dashboards to look at competitive analysis to look at, you know, data that coming from different social media networks and the reactions and engagement comments that you get and so on. Um, we have advocacy and then we have a lot of AI. And automation in place, uh, to help our customers make the right decisions. Always leaving the final say to the human, um, and, and, and help to get away from the mental block or actually surface the right data in front of you. For instance, we have AI bots that help you. Um, you know, if you are an airline and you have hundreds of thousands of conversations coming every month, you want to reduce the noise and you want to take 60, 70 percent of these conversations in a more automatic manner, uh, answered, uh, rather than use your, you know, expensive humans to take them. We have something we've got hourly writer, um, where it helps you. craft the right message when you're in composure to send it out there. And you can give, I'll write a URL of something that you want on the internet that you care about, and it'll craft messages for you. And you can tone those messages based on, you know, the tone you want to send out in the market from aggressive to very mellow to very, um, and, and, and so on, and, and help you with that. So, um, all sorts. And, and of course we have, we're building right now, a co pilot experience so that it can. There is a little, um, you know, AI helper to tell you what to do at any, um, given moment of, uh, of your journey with that. So is that, is that your co pilot or integration with Microsoft's co pilot? It is our co pilot. So, um, one of the really nice things of It's getting a very, to be a very muddy space with the, the co pilot, you know, discussion. For sure. For sure. This is very specific to social media and social media actions that you really need to take. A lot of the, so we, we, you know, if. If you think about, um, AI, the space all together, um, we, we're not an AI company, but we use AI kind of everywhere that we can to enhance an experience. Uh, and with the acquisition of DocWalker, we doubled our AI team. We have a pretty substantial AI team now that, That already, although we are connected to the big brand, a I, uh, providers to kind of use generic models from them. We then have our team specializing into filtering those models and apply them into, um, uh, but make sense for for the social media space. Um, so, yeah, a lot of what we do is definitely influenced by a I and we'll have so many ideas for the future. Well, yeah, you know, one idea that I would like to add in the next, and maybe you already do this, is like the ability to identify AI bots in the feeds. Yes. I probably, probably have that request a lot, I would imagine. We, we already kind of thinking around this space, uh, the biggest concern we have as a vendor, but. Also as an individual is that, you know, with so much text generated by AI these days across the world, um, there is a point in the future where you just don't know what is real and what is not. And the ability for us to kind of, um, cross reference and give you some kind of degree, uh, some kind of a score of reality, um, becomes kind of paramount. So we kind of thinking that way. Well, I got to mention that, you know, like you over the years, you guys have seen some really interesting, you know, use cases. for your product. Do you have any interesting stories about customer success that, you know? Well, I've described a few on, on, on, on this, um, uh, podcast, but I'll, I'll, I'll let you know about another one, which is, um, close to my heart because I think we all leave that then, and it wasn't fun. And, and this was during the pandemic. Um, we, um, one of our customers is, um, Hosner Health, a Louisiana kind of university, um, healthcare system that has Uh, I think like 30, 000 employees, four and a half thousand practitioners, um, in, in 90 medical specialties or so. So the problem they had in the beginning of the pandemic is the problem, pandemic is the problem we all had, which is misinformation. Nobody knew anything about this virus or how to, um, and everybody came up with their own kind of, uh, medical advice, right? So they needed to, um, Find a way to monitor what was happening out there in the social media, um, what was misinformation and what was real and to be able to quickly respond to misinformation with real factual data. And, uh, at the time they were a customer of Hootsuite and Talkwalker. Hootsuite and Talkwalker, um, have been together for the past seven years as partners, well integrated, and now we, we owe them. Uh, so they were able to use the listening capabilities of Talkwalker and then take actions in Hootsuite. The result of that was that, you know, their awareness as a brand within the space kind of, um, increased by 129 percent year over, over a year, which is incredible. Um, and then, um, the, um, uh, the, the, the, uh, kind of overall media engagement, um, was up there too, like hundreds, um, a hundred percent, a hundred percent points increase year over year. Yeah. So, um, so that's a really nice story. Um, but there are other stories I can talk about, um, with names that, you know, definitely, uh, use listening capabilities to look at sentiment, to look at crisis and, and really to be. Yeah, I would imagine that the airlines have kept you busy lately. Yeah. I would hope most of the airlines are using that service because, because I think at this point people are just like, they're like, I've been on the, I spent six hours on, you know, customer support calls. So right now I'm just going to make a video about how awful the service is. You know, I mean, that's really where we're at. As I said before, I think the, the, the worst part is, or the better part is that, um, you know, Events happen at the speed of now and with globalization and everything is happening with social media, like literally things are amplified over seconds. Um, so a lot of businesses out there are really seriously considering, you know, their social media strategy going forward because it just cannot cope. So you kind of hinted at some of the, some of the capabilities that you've got coming soon. Um, could you speak to a little bit of like, like what's, what's next for Hootsuite? What, what should people expect to see soon? Yeah, we, we, uh, literally, um, put the first couple of milestones in place of taking that performance engine, um, and changing the category altogether into becoming a brand that brings those insights and actions into whatever work happens. Um, so for us, the next couple of years will be to literally, uh, do that ring, um, social media insights, brain, the action button, um, wherever, um, millennials and alpha are doing work, um, and in thinking of that, um, we also trying to adjust the way that, um. That we operate as a company and that we operate as a software because the younger generation that is entering the workspace right now is consuming, um, software in a very different way. Um, so you've got to be quick. You've got to kind of bring that inside quickly and the action alongside, um, and moving to the next task and so on. So call it tiny little sound bites, a few ways of work, many of them through the day. Yeah, well, and not only that, but I think micro learning is a really big trend now too, you know. Micro learning is, is huge, yes. Hootsuite's always, um, you know, a really interesting piece of tech, I think, you know, for somebody who's in the, in the world of this. Um, uh, so it's, it's been really exciting to get a chance to talk to you. And, uh, you know, I really, uh, I really want to thank you so much for, for being on and sharing, uh, about Hootsuite. Um, I think it's, uh, it's a really compelling piece of tech that people should really take a look at seriously if they want to, you know, stay on top of their business. Yeah, no, thank you so much for having me in here. So, uh, it was exciting, kind of, I get the opportunity to talk about the innovation that's coming as well as the capabilities and some of the challenges that our customers are experiencing today. Yeah. So, I, I, I appreciate it. Yeah. And, and, and, and keeping on top of all that is not easy. So, you know, good luck to you on that front. Look at my gray hair. It's happening. I'm starting beard first, but yeah. Well, thank you so much again. Thanks for watching. I'd love to hear from you in the comments. 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