HootSuite, a social media management platform used by businesses and organizations to organize their social marketing, announced today that its enterprise customers will now be able to take advantage of Webtrends Analytics, which will be integrated into the HootSuite software. HootSuite stated that analytics reports can be automatically generated and customized to show the connections between social media messages and website conversion statistics. The new Webtrends features are free to HootSuite Enterprise and Webtrends Analytics On-Demand clients.

“Every organization must continually evaluate and optimize the social media ROI of each department’s publishing and engagement efforts,” said Ryan Holmes, CEO of HootSuite. “For that you need measurement-driven management, and the HootSuite-Webtrends integration helps satisfy that need. This partnership is another example of HootSuite’s commitment to our clients’ success, and to providing the market-leading functionality that our Enterprise clients expect.”

The Webtrends integration will be able to track which messages and keywords drive social media conversations, which social media accounts drive the most valuable traffic, and which social meda platforms provide the greatest return or engagement. HootSuite claims this type of information will allow organizations to modify and fine-tune their social media marketing in faster ways.

HootSuite recently acquired rival social media marketing software company Seesmic. Since then, the company has integrated a real-time collaboration tool called HootSuite Conversations.