Achieving Social Performance

Achieving Social Performance at HootSuite


How to deliver the revenue growth CMOs demand with social media? CMOs know social media matters, but marketers must work harder to prove its value. Marketers are under pressure to attribute ROI to social programs as they fight for budget alongside established revenue-focused channels like paid media, email, and search engine marketing. To succeed, marketers must elevate social from a tactical channel to a growth engine. This involves creating a long-term vision of how social will transform their organization—as well as delivering data that shows social is converting audiences and driving revenue along the way.

RECOMMENDATION 1 Put advocacy—not chasing algorithms—at the center of your content strategy. To achieve the reach needed to inspire and influence purchase decisions, social advocacy should remain your top brand-building priority. Every organization knows about advocacy; few give it the strategic priority it demands, especially as Facebook’s pivot to a “privacy-focused messaging and social networking platform” will continue to push out corporate content in favor of ephemeral interactions with friends and close networks. RECOMMENDATION 2 Move from ad-hoc social promotion tactics to structured campaigns. Advocacy gives you compelling data to present to CMOs, showing that social is driving product consideration. But don’t stop there. Use social advertising to expand beyond your loyal social audience, increase market penetration, and deliver the conversions CMOs expect. Most social teams have adopted ads as part of their content amplification toolbox. But ad-hoc post promotion alone won’t deliver success. A planned, structured social campaign strategy can help you expand your target, run targeted ads at scale, and optimize your spending. RECOMMENDATION 3 Take small steps to solve social attribution. Attribution still has a long way to go for every channel, with only 36.4% of companies able to prove the impact of marketing spending.2 Mature channels like TV and digital advertising use a combination of complex statistical models, expensive technology, and evolving best practices—but even then, data can be directional at best. However, you can help CMOs understand social attribution by borrowing established models from paid media teams, as well as integrating social data with omni-channel approaches to better demonstrate the impact of social marketing on financial and customer outcomes.