It’s Time to Expand Social Media as a Business Value Beyond Marketing

Hootsuite Reveals Social Media Marketing’s Value Across the Organization: 90% for Brand Building; 71% for Community Engagement; 61% for Lead Conversion and Sales; 50% for Market Insights; 47% for Client Support

Many B2B companies are raising their brand value with social media marketing. Ignoring the most dynamic aspect of online marketing could actually result in diminishing brand-value and lost opportunities in sales. According to Hootsuite, social is mission critical for now and the months to come. In their recent report titled, “Social Media Barometer Report“, it’s time for global businesses to leverage social media and gain a competitive advantage. The report clearly outlines social media’s use growing beyond marketing to drive value across the organization.

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Penny Wilson, CMO, Hootsuite, said, “Our social media barometer report confirms what we’ve been hearing from customers large and small; that social media has become a critical channel for delivering a consistent customer experience across a business.”

Penny added, “With social increasingly how customers consume media; conduct research, ask questions and seek recommendations; make purchase decisions, engage with brands for support and show our loyalty, this is not a surprise. More organizations are discovering the value of social media within and beyond marketing, and the resulting direct impact it has on their bottom line.”

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While historically, the United States has led the charge in social media adoption, it has become apparent that regions like Asia-Pacific are quickly gaining ground. Some key findings from the report include –

• 90% agree that social media is important to staying competitive
• 74% of respondents agree that social media will increasingly contribute to their company’s bottom line, with 62% of organizations noting social has moved outside the marketing team
• 92% of organizations are using social to build brand awareness; 78% to manage their brand reputation; 78% for building and managing an engaged community; 66% to increase lead conversions and sales; 56% to gain market and customer insights; 49% for delivering customer service; 33% to attract job applicants; and 25% to identify crisis and manage communications

Despite growing opportunities, social media teams may not be using the platforms right. The report found that 54% of executives struggle to understand and interpret social data, and 52% struggle to stay on top of key social media trends. The struggles are exponentially rising with the number of newer avenues available to meet and greet customers online.

Currently, Hootsuite is the leader in social media management, trusted by more than 16 million customers and employees at more than 80% of the Fortune 1000. Hootsuite’s unparalleled expertise, customer insights at scale, and collaborative ecosystem empower organizations large and small to strategically grow their brand, business, and customer relationships with social.

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