Social media channels now play an “integral role” in building effective corporate relationships, according to a study Hootsuite published yesterday (28 September).
The social media management platform said that as organisations “look to rebuild” following the pandemic, it is “essential” that they utilise social media’s growing economic and cultural “power.”
The “Social Transformation Report”, in partnership with the Altimeter Group, surveyed 2,162 marketers and conducted interviews with leading brands to “uncover the value” those organisations place on social channels.
Overall, the report posted three major uses of social media outlets by marketers: to “deepen” relationships, to increase “value and efficiency” and to become a “catalyst for culture shifts”.
According to the “mature organisations” surveyed (those which meet Hootsuite’s assessment of how well social media affects “real” business outcomes), 75% of businesses focus on customers as a “key audience” on social channels.
However, the survey also revealed that in these “mature organisations”, social media channels were twice as likely to also connect communities, employees and partners.
Nearly 70% of respondents said they saw significant improvement in sales and employee alignment by focusing on “social relationships” both internal and external to the business.
The study also reported that almost three quarters (72%) of marketers said that social media’s “efficiency” was “so beneficial” that it helped them improve the efficiency of other media programs.
It cited social analytics as an inexpensive tool which allows businesses to “target and personalize” marketing campaigns across digital channels.
Although recent studies from YouGov have shown that one in eight Brits have made purchases inspired by social media offers, Hootsuite emphasised that social media benefits the internal relationships within a business.
Some 66% of Hootsuite’s respondents said social programs, such as employee advocacy or employee engagement, had helped “scale” their “digital transformation” in an effort to “futureproof” the businesses.