2025年社媒营销影响力报告：社媒商业价值实证分析

Leaders know social medialeads to ROl, but say theirteams can't prove it Most leaders are confident social media can influencethe entire customer journey-even if their metrics don'tshow it yet. gaps and tell more compelling data stories. generates brand awareness. Yet, as we near peak saturation across networks andface a tumultuous socio-economic climate,top of funnel metricslike 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. MARKETINGLEADERS SAY: "Social media drives Without 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 of 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. The most meaningfulmetrics & measurement relatively split on whether or not their team knows how todrive and measure social efforts that reach business goals. measuring the business impact of social. They aren't seeing the metrics that mattelmost-to them or to other teams across the company. Defining return oninvestment (ROl) How does your social media team define marketing. 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 ROl-but teamsdon't have the infrastructure to prove it. Don't just drop dashboards. Craft short, digestible narratives around your reports-showing what happenedwhy 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 insights Social data is siloed withdigital marketers Digital marketing58% Customer experience & successCustomer care & support49% Business development44% Sales38% Operations38% Product / Research & developmentCommunications & 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 insights to drive their decisions, too. For that tohappen, teams need to democratize access to social and share reports thatgo beyond engagements and conversions. Create tailored monthly or quarterly social intel briefs for your customer service, R&D and PR teams that highlightactionable trends, feedback or competitor insights.Set up a standing 30-minute sync with one cross-functional partner each month to share findings andbuild relationships. Reporting workflows create friction Tools social media teams currently use tomeasure performance Over half of all marketing leaders say incompatibility between their socialmedia management tools and the rest of their marketing tech stack is the #1reason they aren't able to understand social's impact on their business. Theyalso cite how difficult it is to set up reliable attribution models and the lack ofinternal knowledge about connecting social efforts to business goals. any form of CRM (customer relationship management) software. the skills to share cross-functional insights. But they also need tools thatsurface compelling data and integrate with other sources, and leaders whoensure this integration is at the top of their analytics' teams priority list. To go beyond awareness and engagement, you need tools that allow you to map social activity to revenue.Working natively in the networks won't cut it-neither willoutdated attribution models or low sophisticationintegrations. If full attribution isn't realistic yet, pick onecampaign or initiative to connect to CRM or web analyticsdata and use that as a proof of concept. ROl = Revenue and efficiency Expert teams are significantly more likely to use revenue and efficiencymetrics to measure ROl. 3 ways expert teams work differently Correlation between tech adoption anddata sophistication expert teams are likely to track their efficiency, use social media management toolsand cross-functional reporting software, and have their leaders' confidence in theirinvestment, intention and prioritization. than emerging or evolving teams. They're also more likely to rely on linktracking and marketing automation systems, and less likely to strugglewith setting up reliable attribution models. data operations. Unsurprisingly, 72% of