Unlocking the Business Value of Social Media
Hootsuite conducted interviews with over 400 social media leaders to determine the business value of social media across their enterprises. Many companies track the effectiveness of social media, but many companies do not tie social media metrics to business objectives. It is important to measure the practical impact of social media.
Organizations measuring the business value of social media are doing it in the context of the customer journey. The value of social media stretches beyond marketing and into the enterprise as a whole. Social media is being used at every stage of the customers journey from awareness, engagement, evaluation, loyalty and return customers, acquisition and advocacy.