What Is Hootsuite?
Hootsuite now packages its product as Social OS, four apps joined by an AI agent. Perch handles planning and publishing, with bulk scheduling, best-time suggestions, Canva and Adobe Express templates and approval workflows. Nest is the customer-care inbox, with saved replies, auto-responders and automatic tagging and assignment of messages. Lumen, built on Talkwalker, covers social listening, sentiment, trend tracking and competitor share of voice, and Parliament runs employee advocacy programs. Wisdom, the AI agent, answers plain-language questions with cited answers drawn from live social data. Hootsuite also publishes MCP servers so ChatGPT, Claude, Gemini and Microsoft Copilot can draft posts, schedule content or query listening data. Supported networks include Instagram, Facebook, TikTok, YouTube, LinkedIn and WhatsApp, with business connections to Salesforce and monday.com. It runs as a web app with iOS and Android apps and an API.
Best for: Brand and agency social teams that publish, answer messages and monitor conversations across many networks, with approvals before posts go out.
Hootsuite places publishing calendars and inbound engagement tools in the same team workspace. An approval step can keep draft authors separate from account owners, while analytics compares posts and channel activity across an account set. What can be published or answered directly depends on each network’s API permissions, not solely the software subscription.
