Why We’re No Longer Recommending Hootsuite
TL;DR: On January 30, the Avenue team closed our office in recognition of the National Shutdown. We stepped away from work to pause, learn, and take action in response to harm caused by U.S. immigration enforcement. That same values-first lens is why we are no longer recommending Hootsuite.
The tools we recommend should align with the communities our clients serve.
If you are searching for what to use instead of Hootsuite, we recommend considering Buffer, Sprout Social, or in-platform scheduling tools. Below, we share why and how to choose what fits your team.
Our perspective
When we announced our office closure for the National Shutdown, we shared our reason clearly. The action called for a day of no work, no school, and no shopping to protest recent actions by ICE and to push for accountability, justice, and policy change.
In that message, we also shared ways to take action. Calling representatives. Donating to immigrant-rights organizations. Boycotting companies that support ICE operations. We said this then, and we are saying it now.
At Avenue, we will no longer be recommending Hootsuite for social media management.
Why vendor choices matter
Most Avenue clients are nonprofits, credit unions, B Corps, and purpose-driven organizations. Many serve immigrant communities directly. Others have staff, members, or audiences impacted by immigration enforcement policies.
When a vendor accepts contracts with ICE or agencies under the U.S. Department of Homeland Security, that relationship carries weight. Dollars enable operations. Tools enable reach. Social tools shape public narrative.
Values-first marketing asks one core question: Where is my money going, and who does it support?
A brief timeline on Hootsuite and ICE
Context is important.
In 2020, Hootsuite ended a contract with ICE following internal employee backlash and public pressure. Leadership at the time acknowledged that the deal conflicted with company culture.
Current leadership has stated that Hootsuite tools are limited to public-facing communications and are not used for surveillance or tracking.
Our position is straightforward. Social media tools still enable messaging, visibility, and narrative control, and given how concerning ICE’s social posts have been, that support carries real weight. Continuing a relationship is an active decision. For us, that decision does not align with our values.
Why social tools are not neutral
Social platforms play a central role in how institutions communicate, justify actions, and shape public understanding. Tools that support publishing, monitoring, and amplification have real impact.
We focus on outcomes rather than intent. The effect of support matters, regardless of how narrowly a use case is defined.
Our responsibility as a B Corp
As a certified B Corp, Avenue is accountable to people and communities, not only profit. That responsibility includes regularly reviewing our own recommendations and making changes when they no longer align with our values.
Sometimes that means moving away from a widely used tool. We accept the inconvenience because our clients trust us to lead with care and clarity.
What to use instead of Hootsuite
There are several alternatives that meet the needs of most teams and align more closely with values-driven work.
Buffer
Best for small teams, nonprofits, and purpose-driven organizations that want simplicity.
Why we recommend it:
Clean, intuitive interface
Reliable scheduling and publishing across major platforms
Transparent pricing that scales reasonably
A long track record of values-forward leadership
Great fit if:
You want dependable social scheduling tools without extra complexity
You do not need enterprise-level reporting
Ease of use is a priority
Sprout Social
Best for larger teams that need robust analytics and collaboration.
Why we recommend it:
Deep reporting that leadership teams can understand
Strong inbox and workflow features
Scales well for multi-user, multi-channel teams
Great fit if:
You report social performance to executives or boards
Social is a core, well-resourced function
Multiple people manage content and engagement
Our number one recommendation? In-platform scheduling
Simple and effective for many teams.
Why we recommend it:
Free and built directly into each platform
No third-party data considerations
Significant improvements in recent years
Great fit if:
You are a small team
You post consistently without needing advanced analytics
You want the lowest possible overhead
How to choose social scheduling tools with intention
When evaluating social scheduling tools, we suggest adding these questions to your checklist:
Who does this company do business with?
How transparent are they about partnerships and values?
Would I feel aligned if my audience knew where my dollars went?
Alignment looks different for every organization. The goal is informed choice.
Our commitment to clients
We will continue reassessing the tools we recommend as conditions change. When something no longer aligns with our values or yours, we will say so and help you navigate the shift.
Marketing holds power, and the tools behind it do too.
If you want help transitioning away from Hootsuite, selecting a new platform, or reviewing your social stack through a values-first lens, we are here.
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