Vancouver social media company Hootsuite looking to work with ICE to 'build trust' - The Globe and Mail
www.theglobeandmail.com
Date posted: January 21, 2026 at 11:23pm
Company has secured a project with ICE that involves 'social listening' after cancelling a contract in 2020 over employee backlash
Expanded Summary
Hootsuite, a prominent social media management platform based in Vancouver, is embarking on a new partnership with ICE, focusing on 'social listening' initiatives aimed at improving public perception and trust. This collaboration comes after the company faced significant backlash from its employees in 2020, leading to the cancellation of a previous contract with ICE. With this renewed effort, Hootsuite aims to leverage its expertise in social media analytics to foster constructive dialogue and transparency, ultimately enhancing community relations and addressing the concerns raised by its workforce and the public alike.
What you’ll learn
Understand the implications of Hootsuite's partnership with ICE and its focus on social listening.
Learn about the employee backlash that led to the cancellation of Hootsuite’s previous contract with ICE in 2020.
Discover how social media management can play a role in building trust and improving public relations.
Why this matters
This partnership highlights the growing importance of social media in shaping public opinion and trust in organizations. As corporate accountability becomes increasingly vital, leveraging social listening tools can provide valuable insights into public sentiment and enhance transparency. By addressing past controversies and demonstrating a commitment to positive engagement, companies like Hootsuite can pave the way for more responsible business practices in the digital age.
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