Hootsuite Inc. is once again providing services to U.S. Immigration and Customs Enforcement (ICE), more than five years after a previous contract sparked employee backlash and a public reversal. Internal communications reveal the Vancouver-based social media management company secured a $95,000 pilot project with ICE in September, building on existing work with Customs and Border Protection (CBP).
Hootsuite’s Renewed ICE Contract
The current project, stemming from work with CBP – both agencies operating under the Department of Homeland Security – involves monitoring social media conversations related to ICE and CBP. Specifically, Hootsuite has discussed tracking public sentiment regarding ICE enforcement actions in specific cities and assessing public perception of the CBP Commissioner, according to obtained materials.
A September 2025 email from a Hootsuite sales employee described the ICE project as a “Trojan Horse Deal” with the potential to grow into a multi-million dollar contract. The email detailed a trip to Washington, D.C., with Hootsuite CEO Irina Novoselsky to “brief ICE on how Hootsuite and Talkwalker can support their mission.” Talkwalker, a social media analytics firm acquired by Hootsuite in 2024, provides technology that analyzes sentiment and emotional tone across various online platforms.
A contract with Seneca Strategic Partners in New York State, utilizing Hootsuite and Talkwalker, has already allocated approximately $1.1 million from the Department of Homeland Security since August 2024, with a potential value of $2.8 million by 2029.
Financial Pressures and Internal Concerns
Hootsuite’s pursuit of these contracts comes amid financial challenges. The company abandoned a sale process in 2018 due to low offers and concerns about profitability. More recently, Fidelity Investments reduced its stake valuation, and Hootsuite laid off 20% of its workforce in October. Internal documents show the company was $18 million short of its revenue goals last fall.
While the scope of Hootsuite’s work with ICE and CBP remains unclear, internal discussions reveal plans to monitor real-time conversations about ICE operations, including “Operation Midway Blitz” in Chicago, and to analyze sentiment surrounding the CBP Commissioner. Employees reportedly expressed concerns on internal communication channels, referencing Hootsuite’s stated values of community support and allyship, and questioning how the work aligns with those principles.
Frequently Asked Questions
What is “social listening” as it relates to this story?
According to Hootsuite, “social listening” involves using technology, like that provided by Talkwalker, to monitor social media platforms, websites, podcasts, and forums for mentions of a client, and then analyzing the content for sentiment and emotional tone.
What was the outcome of the previous Hootsuite-ICE contract in 2020?
Following employee protest and public criticism, then-CEO Tom Keiser announced in September 2020 that Hootsuite would not proceed with the ICE contract, stating it had created a “divided company.” The employee who initially revealed the contract subsequently left the company.
What role did Bill Cynecki play in securing the new ICE contract?
Bill Cynecki, a Hootsuite sales representative handling U.S. federal accounts, sent an internal email celebrating the ICE pilot project, describing it as a long-sought opportunity and referencing a trip to Washington, D.C., with CEO Irina Novoselsky to brief ICE officials.
Given the company’s recent financial performance and the sensitive nature of its work with ICE, it remains to be seen how Hootsuite will navigate potential internal and external scrutiny as this relationship develops.
