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The Social Transformation Report

How modern organizations are growing brand value, operational efficiency, and business impact with social media.

Keeping social stuck in marketing misses its greater value

Social's place in marketing is well established—but executives often underestimate social's economic, cultural, and transformative value. Understanding the true potential of social has become imperative as organizations look for new possibilities in the wake of COVID-19. That’s why we set out to discover how social is helping businesses build relationships, create tangible business value beyond marketing, and catalyze digital culture shifts.

We surveyed 2,162 marketers and executives about the use and effectiveness of social media within their organizations, answering three critical questions.

  • 当组织扩大营销和传播部门以外的社交媒体的使用时,他们会取得什么成就?

  • 社交媒体如何影响客户,员工,合作伙伴,股东和社区关系?

  • 随着组织扩大对社交媒体的使用来影响这些关系,它如何为实现更广泛的转型目标做好准备?

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of it

We found that these actions help organizations better realize the value of social.



Use social to advance the cultural change needed for digital transformation.Social media programs deployed to a broad set of employees and business functions raise employee skill sets, create value and new efficiencies, and get leaders educated, talking, and aligned around a comprehensive digital strategy.

The bigger picture

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Sophisticated organizations look beyond their customers


超出了他们通过扩大自己的社会策略customers, sophisticated organizations saw a significant improvement to their brand health, with 80% of these businesses reporting improved brand health metrics such as relevancy and positive sentiment. Part of this is because socially mature organizations use social listening tools to better understand their customers and respond to their needs. But the other major contributing factor is that these businesses have robust employee advocacy programs that allow them to create deeper ties within their organizations.

就像泰勒·斯威夫特(Taylor Swift)召集一位粉丝一样,这表明我们正在听。它表明您知道自己被认可,您的努力是being rewarded.

布拉德·范·豪特(Brad Van Houte) Head of Global Social Experience & Visual Design Amway
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Social drives media efficiency and smarter sales


Organizations that know what their customers need in real time are also better able to equip their sales teams in the long term. Our data shows that socially mature organizations consistently report better lead quality and reduced customer acquisition costs. Overall, while 53% of all respondents reported that they can attribute value to business outcomes driven by social media (such as leads, sign-ups, donations, downloads, and purchases), mature users were twice as likely to report they have tracked sales partially attributed to social media.

  • 说社交媒体的受访者比其他媒体更有效地吸引了潜在客户。

  • Respondents who agree that the use of social media has improved brand health measures.

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Social shifts culture. Culture transforms business.



How our customers are approaching social transformation

  • 索迪斯,法力全球食品服务和设施gement company with 428,237 employees in 80 countries, puts stakeholder outreach at the core of their social strategy. They ran a highly targeted social campaign to reach executives at a single organization with social posts about their commitment to corporate social responsibility. Sodexo’s team promoted it with paid social posts, while employees with connections to executives shared campaign content to their personal social media networks. It reached the right people and played a role in winning the high-value contract.

  • At Avidia Bank, a mutual community bank in Hudson, Massachusetts, their team uses social to understand customers better and drive sales. When a prospect engages with an article that an employee has shared on LinkedIn, Avidia Bank’s employees contact them to share information about business banking services—reducing the need for on-site visits, or time-consuming lead nurturing.

  • For Georgia State University, social is the glue that connects their entire communications strategy. From using Hootsuite Amplify to get their president and deans engaging directly on social, to coordinating quickly during high volume events, to managing messaging spikes during crises, social is a critical part of the campus experience for students, faculty, and leadership alike.