20 pages, published in 2019
Put advocacy—not chasing
algorithms—at the center of your
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.
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.
Take small steps to solve social
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.