2025年社交媒体营销的影响：证明社交媒体的商业价值

Leaders know social medialeads to ROI, but say theirteams can’t prove it the entire customer journey—even if their metrics don’tshow it yet. gaps and tell more compelling data stories.More than two-thirds of marketing leaders are confident that social media generates brand awareness. Yet, as we near peak saturation across networks andface a tumultuous socio-economic climate, top of funnel metrics like awarenessmean less.These leaders also believe that social drives customer acquisition, customer loyalty social to those outcomes. Most blame their tech stack for underwhelming data, butare also disappointed by the metrics that are reported on. “Social media drives ____.”Marketing leaders say:MARKETINGLEADERS SAY: "Social media drives Without a tangible grasp of social ROI, leaders are less likely to grantteams autonomy. Though strides have been made in resourcing,social teams still don’t feel like leaders trust them. Social marketersneed the right tools and sophisticated integrations, but they alsoneed skills and rituals that enable them to evangelize the power ofsocial insights. For our 2025 Impact of Social Media Report, we surveyed 1,200Without a tangible grasp of social ROl, leaders are less likely to grantteams autonomy. Though strides have been made in resourcing,social teams still don't feel like leaders trust them. Social marketersneed the right tools and sophisticated integrations, but they alsoneed skills and rituals that enable them to evangelize the power ofsocial insights marketing leaders from around the globe to find out what separatesteams who can prove social ROI from those who can’t. We examinedwhat social marketers can do to make sure their reportinginfrastructure prioritizes the right metrics, and how high impact socialdata can provide value company-wide.marketing leaders from around the globe to find out what separatesteams who can prove social ROl from those who can't. We examinedwhat social marketers can do to make sure their reportinginfrastructure prioritizes the right metrics, and how high impact socialdata can provide value company-wide. Themetrics & measurementmost meaningful relatively split on whether or not their team knows how todrive and measure social efforts that reach business goals.Less than half (44%) rate their social team at the expert level when it comes to measuring the business impact of social. They aren’t seeing the metrics that mattermost—to them or to other teams across the company. Defining return oninvestment (ROI)Marketing teams measure social media returns by looking at engagementDefining return oninvestment (ROl) How does your social media team definesocial ROI?How does your social media team definesocial ROl? and conversion rates—even when sharing the data with leaders outside ofmarketing. But marketing leaders indicate that they want to see morecompetitor and audience insights, performance data contextualized with datafrom innovative brands, and intel into the latest network updates.There’s an instinctual understanding that social drives more than brandMarketing teams measure social media returns by looking at engagementand conversion rates-even when sharing the data with leaders outside ofmarketing. But marketing leaders indicate that they want to see morecompetitor and audience insights, performance data contextualized with datafrom innovative brands, and intel into the latest network updates. awareness—and that awareness alone doesn’t generate ROI—but teamsdon’t have the infrastructure to prove it.awareness-and that awareness alone doesn't generate ROl-but teamsdon't have the infrastructure to prove it. Don’t just drop dashboards. Craft short, digestibleDon't just drop dashboards. Craft short, digestible narratives around your reports—showing what happened,why it matters and what action you recommend next.The more you can translate raw metrics into business-relevant stories, the more trust you’ll earn from yourentire company.narratives around your reports-showing what happened,why it matters and what action you recommend next.The more you can translate raw metrics into business-relevant stories, the more trust you'll earn from yourentire company. Marketing leaders want thesedepartments to use social insightsMarketing leaders want thesedepartments to use social insights Social data is siloed withdigital marketersCurrently, digital marketing teams are most likely to use social data to informSocial data is siloed withdigital marketers Digital marketingCustomer experience & successCustomer care & supportBusiness developmentSalesOperationsProduct / Research & developmentCommunications & PRHRDigital marketing58% Customer experience & success49%Customer care & support49%Business development44% Sales38% Operations38% Product / Research & development37% Communications & PR18% HR their decisions—by a long shot. But leaders say they want teams likecustomer experience and success, customer care and support, and businessdevelopment to use social