New Hootsuite Report Finds That Social Media Impact Is Immense on the Business Objectives; States That Social Data Brings Many Benefits Beyond Marketing at an Organizational Level

Hootsuite, the most widely used social media management platform, announced the release of its report on social media measurement, “From Insights to Action: How Asia Pacific organizations are unlocking the ROI of social media,” which highlights how organizations in the region are tracking social media impact and correlating it to business priorities.

While 87% of Asia Pacific companies track and measure the effectiveness of social media against defined goals, only a quarter (26%) are tying efforts back to core business objectives.

Examining social media behaviors of marketers and digital specialists in the region, Hootsuite’s report highlights the opportunity to align success metrics to every stage of the customer journey—from awareness through to acquisition—in order to realize the full value of social media.

Key Findings

Enterprises that have made the necessary organizational shifts are already seeing the benefits of social data beyond marketing—

• 56% gained insights into their customers
• 55% experienced faster decision-making
• 42% identified new market opportunities
• 40% discovered unexpected risks

Roger Graham, Senior Director, Growth & Marketing, APAC, Hootsuite, said, “With the penetration and consumption of social media in APAC, the adoption of a social media strategy is no longer a luxury – it must be a core part of any business strategy. Business leaders and marketers are just starting to understand the impact that social can have beyond marketing. The report identifies the opportunity and value for organizations to tie social to key business priorities.”

Research Methodology

Hootsuite commissioned Altimeter, a Prophet Company, to conduct research and examine sentiments on social ROI, using a combination of survey and secondary sources on social and digital practices. The study was conducted during Q2 of 2017 on 404 executives, social strategists, digital strategists, and marketers at business-to-business (B2B), business-to-consumer (B2C) and mixed B2B/ B2C companies with more than 1,000 employees in Australia, Singapore, the United States, and the United Kingdom.

Half of the respondents were from Australia and Singapore, and more than half of these were director level. Survey respondents were sourced from a comprehensive database of senior leaders, business professionals, thought leaders, and C-level executives responsible for marketing and social media programs within their organizations.

Currently, Hootsuite is the most widely used social media management platform, trusted by more than 16 million people and employees at 80% of the Fortune 1000. Hootsuite’s unparalleled expertise, customer insights at scale, and collaborative ecosystem, uniquely help people and organizations to succeed with social.