Hootsuite Aims to Partner with ICE to Enhance Trust

Hootsuite Inc. is pursuing a renewed partnership with the U.S. Immigration and Customs Enforcement (ICE) more than five years after an employee backlash led to the termination of a previous contract. In September 2025, the company secured a $95,000 pilot project focused on monitoring social media discussions about ICE. This project links back to Hootsuite’s existing collaboration with Customs and Border Protection (CBP), both agencies under the Department of Homeland Security (DHS).

Details of the Contract and Scope

The scope of Hootsuite’s work includes analyzing public sentiment related to ICE enforcement actions in various cities. An internal email revealed that the project could evolve into a seven-figure contract. Hootsuite’s CEO, Irina Novoselsky, has been actively involved in discussions regarding this pilot.

• The company acquired Talkwalker in 2024 to enhance its analytics capabilities, enabling better sentiment analysis.
• Talkwalker analyzes mentions across multiple platforms including Facebook, X, and YouTube.
• Hootsuite aims to provide insights into how ICE is perceived, especially from audiences that may distrust the agency.

Financial Context and Strategic Importance

Financial challenges have prompted Hootsuite to seek government contracts. Since August 2024, a related contract with DHS has received approximately $1.1 million, with a potential value of $2.8 million by 2029. The arrangement with ICE is considered a strategic opportunity for growth amidst ongoing revenue pressures.

As of June 2025, Fidelity Investments decreased the value of its stake in Hootsuite from $25.1 million to $19.2 million. In response to financial difficulties, Hootsuite laid off 20% of its workforce in October 2025.

Concerns and Public Backlash

Despite the potential benefits, internal fears regarding this partnership have emerged. Employees have expressed concerns about the ethical implications of working with ICE, particularly given the agency’s involvement in controversial enforcement actions during the Trump administration.

Backlash against ICE intensified after incidents in Minneapolis, where armed agents clashed with protesters and a tragic shooting occurred. Organizations such as Amnesty International have criticized ICE’s operations, arguing that they deny individuals fair hearings and disrupt families.

Future Directions

As Hootsuite navigates its relationship with ICE, CEO Irina Novoselsky aims to reshape the company’s image while addressing internal concerns. She acknowledges the challenge of reconciling community support with the government contracts necessary for financial stability.

Moving forward, the company is expected to maintain dialogue regarding the ICE project, particularly how it aligns with Hootsuite’s core values of community support and inclusivity.