A comparison of Engage and Hootsuite

Choosing the right tool for your social media management is a pretty big deal. At some point, you’ll make a call on the most important features for your particular situation. This may be that you are ready for a solution that best supports enterprise workflow. Engage enables teams to personally engage customers, efficiently at scale.

This comparison between Hootsuite and Lexer Engage will help you to identify which tool is right for you, and when it might make sense to move.

Lexer Engage is game-changing for enterprise teams to:

  • Manage high volumes of incoming email, social and chat messages
  • Take advantage of secure identification forms, NPS, customer data in the workflow and more
  • Conduct analysis of message volumes, channel and team performance

Hootsuite is great for smaller brands looking to:

  • Have a very small team managing social
  • Publish a very high volume of outbound posts (not replies)
  • Do basic user and role management

So, what makes one enterprise solution different to another?

We’ve highlighted 6 key features of Engage that will elevate your social customer service.

Silver Mac Desktop monitor with the Lexer Engage dashboard displayed. The desktop is on a white desk with a keyboard, mouse and some white embellished vases, a tiny panda ornament, a screwed up ball of paper, a pen and a silver desk lamp. There is a teapot and cup to the right of the monitor.

Queue filtering

Engage has the ability to help you to filter and sort through social accounts, plus email. Where it really gets powerful, is the ability to filter by account, public vs. private or keywords to enable agents to work on separate queues. For example, airlines will prioritise cancellations and flight change enquiries ahead of questions about new seating configurations or corporate news updates.

For example, a retailer might separate time-sensitive enquiries, from those about a new store opening. Taken a step further, they may put high LTV customers ahead of lower, in the priority.  By filtering enquiries by urgency, as defined by the individual company, you have the instant ability to create a hierarchy of needs and get through enquiries more efficiently.

Agent workflow

Once enquiries are filtered, it becomes easy to assign tasks to a specialist. Many of our clients employ a traffic or triage manager to classify and tag messages, then assign to the right specialist and reply in the same channel.

Image depicts a graphic replica of a macbook opened displaying a simplified version of Lexer's Engage software program. The simplified image on the screen depicts the workflow of social customer service.

For example, if an airline customer needs to talk to someone about transporting a pet via cargo, they ensure they do not funnel to the loyalty member team, and someone with the right skill is assigned to the case.

Visual of a customer's enquiry moving from facebook to a real person

Ensuring that customers are more quickly connected with an agent skilled in their problem area, the quicker the resolution, the fast you can resolve and close the inquiry.



Outbox offers a very simple workflow for smaller teams who are posting around 5 times a day. The straightforward tool enables no-fuss scheduling to Facebook and Twitter. The Lexer Outbox feature has been designed with complete simplicity in mind. This is purposefully designed to help speed up the scheduling process

Image depicts a graphic replica of a macbook opened displaying a simplified version of Lexer's Engage software program. The image on the screen is a screenshot of the dashboard workflow of the Outbox feature. Outbox is a way of scheduling social media posts.

Email integration

Engage allows you to seamlessly integrate email enquiries alongside social, linking email and social customer profiles together. The history pane on the right-hand side containing all you need to know about that customer. Including email, you can adhere to the same SLAs established by your team.

Image shows a mock up of the workflow if product Engage. On the left is a group of bubbles, the largest is dark grey with a white envelope icon to represent email. The next colum shows three boxes, which each represent an incoming message from a source. 1 is Instagram. 1 is email. 1 is Twitter. the next column along shows the email on an iphone.

Image shows an email support conversation dashboard of Lexer software on a laptop.

Team reporting

Managers can report on teams and individual agents by time frame, response rate, classification, and NPS. Managers can set SLAs, to easily manage output, increase efficiency and seamlessly report to higher-ups.

images shows a range of graphs and lists of results, showing a mocked-up engagement volume.

Secure authentication

Surveys in Lexer Engage take customer data out of social, so your team can verify customers quickly and securely. This sophistication allows brands to respond to enquiries that were previously handled differently.

Image shows two images side by side. The left image says "Smart Bank" customer verification. There are two boxes where the customer can enter their ID and their PIN. On the right, the image is of a conversation on a mobile phone between the agent and the customer.

Agents can send a customised survey in the body of a private message and the customer’s response feeds straight back into your inbox as a new message for you to action.

Image is of a macbook with a mock up picture of a conversation between an agent and a customer showing how it is being resolved.

Data contained in the survey is stored securely in an ISO, SOC and GDPR-compliant environment, so the customer can enjoy a secure one-stop-shop for all their requests. 

Identity Identification

Through the implementation of the Lexer CDP, Engage provides a contextual view of your customers. Allowing you to engage authentically by understanding history, interests and brand relationship. Knowledge in this situation enables ‘next best’ product recommendations and suggestion of relevant offers to individuals based on third-party partner data.

Image has two main images. On the left there is a box with brightly coloured circles at the top. there is a photo of a man in a circle in the top centre. Under the circle there is text that says "About Matt". Underneath that is a box that says "Pet insurance prospect", "Account updated 12 months ago" and under that "$5,700 policy". This shows attributes relating to Matt. This is his abbreviated customer profile. On the right there is a bright green box with the test : " Serve them an offer for discounted Pet Insurance"

For example, a home insurance customer may have just bought their first pet. We know this because they have publically tweeted at Iams and Eukanuba about the best pet food for a Labrador puppy.  Lexer Engage lets you see that information contextually, and recommend that you offer that person discounted pet insurance.

Ready to take the next step in your data journey? Talk to us about adopting a better social customer service platform for your enterprise business. Take a demo and see the Lexer difference.


Author profile
Senior Content Lead (Former) at Lexer

Rachael is Content Lead for Lexer and loves producing content that helps marketers better understand the latest advancements in customer data & martech.

Rachael has a BA in Film & English Literature, & 14 years experience marketing for global brands. When not busy writing, Rachael can be found walking her giant Golden-Doodle, Buddy around Brooklyn or at Improv classes.