How to Use Hootsuite for Twitter Management

Posted 01/11/2013

We love Hootsuite. A free-to-use tool, Hootsuite makes Twitter management easier, more efficient and potentially more effective. Here’s how to use Hootsuite for Twitter management.

1) Get your free Hootsuite account

Go to to claim your free Hootsuite account. You’ll need to login using your Twitter login details. Your new account will look something like this:

hootsuite guide new dashboard


The first thing to do here is to add a home stream. This will create a stream (or column) which gives you everything you’d see on the standard Twitter interface (all the tweets from everyone you follow).

2) Set up a brand mention stream

Here’s where it gets clever. Unlike Twitter, where you can only see the home stream, with Hootsuite you can view multiple streams at a time. This means you can sculpt your Twitter experience to better meet your needs.

We recommend setting up a ‘brand mentions’ stream. This differs from selecting the @ symbol in the example above, which will simply show you when people send you a message, or ‘@ reply’ you. The purpose of a brand mention here is to see every time your brand is mentioned, whether someone uses your Twitter handle or not.

To do this, add a new stream using the button toward the top of the screen and select ‘Search’ in the resulting box:

hootsuite guide custom search


Here, you want to set up a search for your brand name, or variations of it. We’ve set one up for Hallam which looks like this:

“Hallam Internet OR HallamInternet OR Susan Hallam OR Hallam Communications”.

Notice here that we’ve used OR in capital letters to separate the variations on our brand name. You may choose to also specifiy variations – if you have a brand name that’s typically difficult to spell, you may search for common mis-spellings.

What to do with brand searches

Once you’ve set up a brand search on Hootsuite, what should you do with it?

We recommend using this as a tool to better understand how people perceive and talk about your brand, and to reach new customers. Watch this stream to see who’s talking about you; is their tweet about you positive? Thank them! Is it negative? Try to understand why and fix it. Are they sharing your tweets? Retweet them back and thank them. This is a great way to broaden the net for potential new interactions.

3) Create a custom search

Searching for mentions of  your brand is a great starting point. From then on, there’s a whole world of searching opportunities and you can create a custom search for just about anything.

Custom searches for products/services

Consider setting up a search for the specific products/services you offer. This will help you to identify:

  • Potential customers
    If they’re tweeting about your product/service, it might be because they’re looking to buy it. Engage them in conversation – you might find yourself a new customer.
  • Competitors
    Identifying your online competitors can be really handy in helping you to better understand your marketplace. Those who succeed offline may not be the same companies who succeed online and you may find your competitive marketplace differs on the web. This is a great way to find other businesses selling your products/services – and to then follow them and see what you can learn from their activities (both positive and negative).
  • The popularity of your product/service
    For some businesses, products/services are seasonal and tracking mentions of them on Twitter can give you a really good insight into that seasonality. You can also see how many people are talking about one product compared to another, and this can guide your other marketing work – if one product is talked about a lot on Twitter, it’s likely to be a popular seller and therefore promotions/messaging can be crafted around this.

Set up as many of these search streams as you like. And don’t worry about deleting them when they’re not in use – the information they contain is timely so you’re not missing out if you don’t keep the streams all year round.

4) Schedule tweets

Hootsuite has another function that Twitter does not offer – the ability to schedule tweets.

Take this section cautiously; it is important that you do not simply schedule tweets and then leave your account un-monitored. The power of Twitter is that it allows us to engage with our potential customers, so make sure you regularly check in on your account.

That said, scheduling is a really useful way of efficiently managing your social media time. Try setting up tweets throughout the day, at different times, and check how each tweets performs. This will, over time, help you to identify the busiest and best times to post.

Hootsuite’s autoschedule function can do this for you. Using data it collects on your account, it is able to build intelligence to decide when the optimal posting times are. Beware though – this will only work well once you’ve been tweeting and using your account for a while.

5) Monitor, analyse, refine

Hootsuite provides its own Hootsuite Analytics; to access these, simply hover over the left hand side panel and click Analytics:

hootsuite guide analytics


There are various reports available to you as a free user. The Twitter Profile Overview report provides some useful data, including follower growth and most popular links. You should see steady follower growth over time, which indicates good levels of engagement (whilst a quick growth may indicate spam accounts or paid-for followers – not good).

Use most popular links to gain valuable insight into the content that works – and that doesn’t. Look at the links here – what type of content has been most popular? Is it news? Product updates? Whitepapers? Use this information to plan what content you’ll create and share in future. Also look at the tweets themselves – the structure, the tone. What works? How can you learn from it?

Take a look at the other standard reports from Hootsuite too – there’s lots of great information available.

hootsuite guide reports


Should I pay for Hootsuite?

We’ve looked at free reports and how to use the free tools available to you. You can also manage multiple social media within Hootsuite – try ‘Add Account’ to explore managing Facebook through Hootsuite and managing LinkedIn through Hootsuite

You’ll notice that Hootsuite also offers a paid version, with more reports and functionality. Typically, the free version will give most businesses what they need.

You may choose to pay for Hootsuite if:

  • You want to access more reports
  • You want your account to be managed by more than one person

Social Media Management

Even with great tools like Hootsuite, social media management requires time and knowledge. To find out more about social media management services from Hallam Internet, take a look at our social media page or contact us to discuss your needs.

We can also often be seen speaking on the topic of social media at events across the UK and beyond. Take a look at our Marketing Events page for more details.

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  1. Nicely written summary Laura! You really laid out how businesses can leverage the power of social in!

    Thanks for recommending HootSuite!

    -Connor from HootSuite

    Connor from HootSuite

    • Hi Connor,

      Thanks for your comment, I appreciate your kind words.

      I’d be delighted to rewrite this guide specifically for the Hootsuite ‘Help’ section or for Hootsuite University. We recommend Hootsuite in all of our training sessions so we’d love to contribute to your site too.

      Kind regards


      Laura Hampton

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