Hootsuite Opens New APIs

hoot

There’s an API for that, or so they say. In fact they don’t quite say that yet, but ‘they’ (the tech industry) surely will do soon. As the glue that links software application functionalities together in the new age of componentized cloud computing services, Application Programming Interfaces (APIs) are the conduit via which software platforms and applications talk to each other.

The whole architectural ethos behind online transportation network company Uber (for example) is built upon the construction of a new total application brought into being by the intelligent interconnection of APIs on top of a core software base.

Uber uses Amazon Web Services for cloud infrastructure, twilio for communications, Google GOOGL +0.90% Maps for mapping as well as Braintree and SendGrid for payments and transactions. It ‘uses’ these services by leveraging their APIs as the route inwards to the functionality fruit within.

Social on Hootsuite

So the point is made i.e. API openness is important and where it doesn’t exist, technology platform and service companies are being increasing perceived as closed. In this spirit, social media management system company Hootsuite has announced its new open APIs for the purposes of publishing, user management and URL analytics.

The concept underpinning Hootsuite is that users should adopt it as a single application ‘dashboard’ from which they can schedule posts to a variety of social media sources including Facebook FB +0.51%, Twitter TWTR +0.36%, Google+, Instagram, WordPress, LinkedIn LNKD +0.36% and others. The new open APIs are intended to allow organizations to build integrations between the Hootsuite platform and their own technologies.

Patience Yi, vice president of platform at Hootsuite has explained how it works and said that organizations are investing in a growing number of content management, marketing automation, CRM and customer support technologies. “With the open APIs, Hootsuite’s platform allows customers to connect social content and functionality to their existing platforms so they have the flexibility to integrate workflows and solutions that best fit their business needs,” she said.
There’s an API for that, or so they say. In fact they don’t quite say that yet, but ‘they’ (the tech industry) surely will do soon. As the glue that links software application functionalities together in the new age of componentized cloud computing services, Application Programming Interfaces (APIs) are the conduit via which software platforms and applications talk to each other.

The whole architectural ethos behind online transportation network company Uber (for example) is built upon the construction of a new total application brought into being by the intelligent interconnection of APIs on top of a core software base.

Uber uses Amazon Web Services for cloud infrastructure, twilio for communications, Google GOOGL +0.90% Maps for mapping as well as Braintree and SendGrid for payments and transactions. It ‘uses’ these services by leveraging their APIs as the route inwards to the functionality fruit within.

Social on Hootsuite

So the point is made i.e. API openness is important and where it doesn’t exist, technology platform and service companies are being increasing perceived as closed. In this spirit, social media management system company Hootsuite has announced its new open APIs for the purposes of publishing, user management and URL analytics.

The concept underpinning Hootsuite is that users should adopt it as a single application ‘dashboard’ from which they can schedule posts to a variety of social media sources including Facebook FB +0.51%, Twitter TWTR +0.36%, Google+, Instagram, WordPress, LinkedIn LNKD +0.36% and others. The new open APIs are intended to allow organizations to build integrations between the Hootsuite platform and their own technologies.

Patience Yi, vice president of platform at Hootsuite has explained how it works and said that organizations are investing in a growing number of content management, marketing automation, CRM and customer support technologies. “With the open APIs, Hootsuite’s platform allows customers to connect social content and functionality to their existing platforms so they have the flexibility to integrate workflows and solutions that best fit their business needs,” she said.

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The Hootsuite Publishing API connects the Hootsuite platform to other business content creation, content management and CRM. The Hootsuite User Management API is designed to enable automated management of Hootsuite user accounts with existing enterprise systems, including CRMs. The Hootsuite Ow.ly API is intended to allows customers to shorten web site URLs and consolidate reporting by automatically synchronizing click stats with dashboard and reporting systems.
Automated conversations

Is social media automation through increased openness of APIs to platforms like Hootsuite all good news? Many would argue yes: this is a great way of increasing our social content sharing power through better interconnectivity.

Some would also answer no in the face of the increased use for ChatBots, robots and other automatic personalities. Hootsuite is not ultimately accountable for the responsible use of its technology, it is merely increasing the bend on the interconnectivity curve and that’s mostly a good thing.

Just don’t talk to too many robots, okay?
Source:http://www.forbes.com/sites/adrianbridgwater/2016/04/13/socially-acceptable-hootsuite-opens-new-apis/2/#60ea219524fa

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