By Ed Terpening, with Aubrey Littleton
Social media has evolved far beyond its media roots into a robust engagement platform that has deep implications for brands.
In our latest report “The 2016 State of Social Business”, we measured an important shift: it’s all about improving customer experience in a multi-channel world. Among the 500 strategists we surveyed, 82% cited “customer experience” as their top social business priority.
To become more customer-centric, social media teams are being asked to collaborate with existing centers of excellence in e-commerce, digital marketing and advertising. This trend has led to social becoming more operational – and less innovative. Balancing the role of innovator and integrator will be a key success factor for social business – both today and in the future.
Read the report to learn more about:
- Why for the first time, brands named “Customer Experience” as their top business objective for social, surpassing “Brand Health.”
- How social media teams need to balance the role between innovator vs. integrator and avoid operating in silos.
- Who owns social advertising budgets and why collaboration among digital marketing, advertising and social media teams is critical for optimal results.
To navigate the rapidly changing social landscape, Prophet conducts internal audits of social business strategy, governance maturity and readiness to provide brands with a pragmatic and actionable roadmap for a social business strategy.