Hootsuite Recommends You Stop Posting on Social Media (and Start Listening and Connecting)
New study finds social’s value extends far beyond posting, suggesting organizations take a more strategic approach
Hootsuite released its Social Transformation Report, an in-depth analysis of how a powerful social media presence can lead to organizational transformation—especially relevant in the fast-changing global landscape of 2020. The report, developed in partnership with Altimeter Group, reveals that when social media is widespread and integrated across the organization, as a tool to build strong relationships, the value derived from social media is transformative.
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“Hootsuite’s findings show that the days of social media being used solely as a megaphone by marketing teams should be over,” said Tom Keiser, CEO Hootsuite. “To realize its full value, social needs to be connected into the lifeblood and workflow of the entire organization, not just the social media marketing department—and be completely focused on the customer and the customer’s experience. Every single employee should be involved in forming and executing on the company’s social media strategy.”
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Hootsuite and Altimeter Group—who help leaders thrive by providing research and advice on how to leverage disruptive technologies—applied their research skills and understanding of social media to answer and measure three critical questions:
- What benefits do organizations achieve when they broaden their use of social media as a business tool across their organization to meet objectives beyond those typical of marketing and communications?
- To what extent does social media use impact relationships among core constituents, including customers, employees, partners, shareholders, and the community?
- As organizations broaden their use of social media to influence relationships, how does social help them prepare to meet broader digital and business transformation goals?
“Along the way, we’ve lost sight of one of social media’s most potent attributes: the ability to engage, have a conversation, and develop a relationship,” said Charlene Li, Senior Fellow and Founder of Altimeter and co-author of the Social Transformation Report. “Our research found that focusing on social media’s relationship power led to greater brand health and deepened employee engagement across all channels—not just social media.”
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