HootSuite has introduced an App Directory platform to expand the company’s dashboard for social media. The upgrade creates a collection of extensions and applications. They allow for increased contact with the audience and with management via a single tool, the company said.

Tools will first be released to HootSuite Pro and Enterprise users, according to a company statement. At a later date, it will be offered to over 2.6 million users.

The App Directory also lets third party developers create apps. “We look forward to seeing the unique extensions, mash-ups and integrations savvy developers create for the HootSuite App Directory,” Ryan Holmes, CEO HootSuite, said in the company press release. “Our rapidly growing customer base is eager for more tools to spark their social media powered campaigns and build their brand online to drive leads and awareness.”

HootSuite provides social media management and application support for YouTube (News - Alert), Flickr, Tumblr, and Get Satisfaction, the company said.

Using the products, social marketing managers can manage conversations. Also, producers and publishers can upload photographs, videos and messages across several social networks, noted the company.

Using the HootSuite platform, users can also upload or search, and offer comments on YouTube videos and Flickr photographs; they can create posts to blogs; they can comment on Tumblr blog posts; and they can take part in Get Satisfaction support conversations, the company said.

Hoot Suite’s current social network integrations, such as through Facebook (News - Alert), Twitter, and LinkedIn, will let content publishers “broadcast and amplify their messages across multiple social channels. Further, brands can track audience sentiment in real-time to get ahead of possible public relations conundrums and customer service issues,” the company said in the press release.

Developers are encouraged by the company to seek access to the SDK to build applications. “If you have an idea, I encourage you to apply for access,” Holmes said.

Earlier this year, HootSuite’s “Facebook functionality” was overhauled so users can do more with the dashboard, reported TMCnet. Users will have increased control over Facebook Groups and Events, as well as Profile and Pages. There are also “customized tabs for news feeds, photos, videos, events, status updates and wall posts have been created to make the entire Facebook experience that more structured – and fun, of course,” TMCnet’s Tammy Wolf said.

In other company news, HootSuite recently raised $3 million in funds. The money will be used for “debt bridge financing,” according to the Vancouver Sun. Recently, HootSuite acquired Geotoko, TwapperKeeper and What the Trend.