Social Media APIs Transform Businesses—Here’s Why | Hootsuite Blog
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Social Media APIs Transform Businesses—Here’s Why

We’ve recently added new APIs to open up our platform, which will allow you to spearhead digital transformation initiatives at your company.

So… what does that actually mean?

An API (application programming interface) is the mechanism that allows one backend system to communicate with another. If you work outside of the technical world, APIs may seem like somewhat of a dry or unimportant aspect of becoming a digital business. In fact, it’s the exact opposite: APIs are the gatekeepers to unlocking huge changes at your company.

For example, if you’re using Google Maps to search for transit or walking directions in San Francisco, Uber will appear as an option if you have the Uber app installed on your device. Google Maps and Uber are able to talk to each other in this way because Uber has an open API and Google chose to integrate it with their map service.

Why do APIs lead to digital transformation?

APIs connect your existing business management systems to other new, innovative systems—allowing you to adapt to changes that happen in your industry. This solves a major problem for a lot businesses. For example, if you work at an enterprise company, you’re probably aware that it’s almost impossible to simply drop one system and adopt another. However, if you’re stuck with one monolithic system, it’s a lot harder for your company to adapt to technological advances.

Without APIs, you risk being becoming stagnant. APIs help you remain flexible by allowing you to access the latest technology without disrupting existing systems that already work for, and benefit, your organization. This can significantly simplify IT processes, so it’s no surprise that two-thirds of large organizations already have a public API program.

APIs for social media are the next big piece of the puzzle

Social media is rapidly changing the way you interact with your customers. The one big challenge? Keeping up with the way your customers expect to engage with your brand.

API expert Ben Rossi uses the evolution of sports consumption as a great example. Fans no longer just turn on the TV and watch at home—they tune in on mobile devices and chat about results in real time on social. In order to address this, organizations like the World Cup have adopted an API approach. By doing so, as Rossi points out, the World Cup transformed their tournament into a “truly multi-screen event, as fans were able to view, chat, and vote simultaneously across digital devices.”

At Hootsuite, we already enable digital transformation by changing the way our customers use social media for their business. By opening our APIs, we’re helping you scale social innovation across your entire organization and providing a seamless experience for your customers. We believe that social APIs allow you to:

  • Build on your existing systems: Our innovative platform can be tailored to your specific business needs, either by building a custom app or developing a full integration with Hootsuite.
  • Extend social media across your organization: You can integrate Hootsuite into the marketing, content, and business systems you already use.
  • Improve efficiencies and workflows: By connecting your current systems to Hootsuite, you can be more efficient while protecting your existing investments.

We’re offering APIs in the areas of publishing, user management, and URL management. To learn more, check out the full details of our API offering.

Learn More About Hootsuite’s API Offering