Hootsuite: Stop Posting On Social Media And Start Listening

Group of young people with smart phones, digital tablets and laptop
SHARE
THIS



Hootsuite today released its Social Transformation Report, an in-depth analysis on how a powerful social media presence can lead to organisational 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 organisation, as a tool to build strong relationships, the value derived from social media is transformative.

“Hootsuite’s findings show that the days of social media being used solely as a megaphone by marketing teams should be over,” said Hootsuite CEO Tom Keiser.

“To realise its full value, social needs to be connected into the lifeblood and workflow of the entire organisation, 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.”

Hootsuite and Altimeter Group—who help leaders thrive by providing research and advisory 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 organisations achieve when they broaden their use of social media as a business tool across their organisation 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 organisations 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.”

Altimeter and Hootsuite interviewed leaders at nine organisations that exemplify a high level of social maturity and surveyed 2,162 respondents about the use and effectiveness of social media to better understand its changing scope. The analysis showcased that to maximise the power of social media, an organisation must take the time to listen to its audience, build strong relationships, and integrate social into all aspects of the business as a strategic communications tool.

This study confirms what we’ve focused on all along as a partner to our customers in their social media maturity journey,” said Keiser. “For social platforms to work for organisations, they need to do more than simply post to the social platforms but also leverage social listening, use data to make better social decisions, integrate with their existing tech stacks, and seek the training and education to achieve their overarching business goals.”

Three key results emerged from the Report:

  1. Social media helps companies build closer relationships with stakeholders
  • The report insists that companies must pursue sophisticated social media strategies—not only by maintaining close contact with customers, but also by significantly expanding interest groups.
  • Compared to non-Hootsuite users, Hootsuite users maintain closer contact with the online community (65 per cent vs. 54 per cent), employees (31 per cent vs. 21 per cent), partners (23 per cent vs. 19 per cent) and shareholders (15 per cent vs. 8 per cent).
  • In addition, these companies believe that social media supports the establishment of corporate relationships (67 per cent vs. 49 per cent ), and that close relationships with stakeholders are generally reflected in brand health (84 per cent vs. 63 per cent).
  1.  Social media increases brand value and operational efficiency
  • In addition to customer loyalty, social media can benefit employee engagement and brand health through employee advocacy models.
  • 28 per cent of companies surveyed that have implemented an employee advocacy program, have increased the reach of their advertising messages without the placement of advertisements.
  1. Social media accelerates the digital transformation of companies
  • Social media can support companies in their overarching digital transformations, through cultural shifts towards a better understanding of digital relationships and company-wide adoption of mature social media practices.
  • 66 per cent of respondents also agree that social media programs have helped prepare their company for digital transformation.

 

Please login with linkedin to comment

hootsuite

Latest News

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering
  • Advertising
  • Marketing
  • Media

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering

Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]

by B&T Magazine

B&T Magazine
TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director
  • Technology

TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director

TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role
  • Media

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role

Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar.  Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.   

Customer Messaging Platform Podium Launches In Australia
  • Technology

Customer Messaging Platform Podium Launches In Australia

Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]

THE EDGE Welcomes New General Manager Emily Copeland
  • Media

THE EDGE Welcomes New General Manager Emily Copeland

Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique
  • Marketing

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique

Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption?    BW: […]

by B&T Magazine

B&T Magazine
Cities connected with lines on a blue globe.
  • Technology

Blis Unveils New Interactive Dashboard That Tracks Consumer Movement In Australia

Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast
  • Media

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast

Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date.  Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction
  • Marketing

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction

World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]

Patrick Rutkowski Joins Banter
  • Marketing

Patrick Rutkowski Joins Banter

Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]