Page 12 - AeM_Sept_2018

RESEARCH, ANALYSIS & TRENDS

Social media seen as critical channel for

delivering a consistent customer experience

Hootsuite just released its Social Media Barometer adding that “more organizations are discovering the
Report 2018, a global survey on the importance and use value of social media within and beyond marketing, and
of social media within small, medium and enterprise the resulting direct impact it has on their bottom line.”
organizations across industries.
APAC research findings include:
Hootsuite has a long history of helping its customers
grow their expertise to succeed with social via tools  90% agree that social media is important to staying
like Hootsuite Academy, an online resource to train and competitive;
equip practitioners with certified social media
skills; Hootsuite Impact, an easy-to-use interface to give  74% of respondents agree that social media will
organizations a complete view of the ROI for their increasingly contribute to their company’s bottom
owned, earned, and paid social initiatives in one line, with 62% of organizations noting social has
dashboard; and Hootsuite Enterprise, a scalable solution moved outside the marketing team;
to enable your entire organization on social.
 92% of organizations are using social to build brand
Examining data from more than 9,000 responses across
19 countries, the newly released annual report found awareness; 78% to manage their brand reputation;
social media to be a critical platform for global 78% for building and managing an engaged
businesses to maintain competitive advantage, with community; 66% to increase lead conversions and
social media expected to continue to grow in importance sales; 56% to gain market and customer insights;
for their businesses and customers, particularly as social 49% for delivering customer service; 33% to attract
media’s use grows beyond marketing to drive value job applicants; and 25% to identify crisis and
across the organization.“Our social media barometer manage communications;
report confirms what we’ve been hearing from customers
large and small; that social media has become a critical  54% of executives struggle to understand and
channel for delivering a consistent customer experience interpret social data, and 52% struggle to stay on
across a business,” said Penny Wilson, CMO, Hootsuite, top of key social media trends.

12 September 2018 - Marketing Analytics, Automation & Attribution