Social Trends 2022
The Brand Strategy Trend
The Social Advertising Trend
The ROI Trend
The Social Commerce Trend
The Customer Care Trend
   TREND 3   
 The ROI Trend  

Social quietly matures

out of the marketing

department

As marketers become more confident in measuring the ROI of their efforts on social media, high performers are spreading the love across the rest of their organization.

For over a decade, marketing leaders have struggled to quantitatively link social media to business outcomes. Now, after being forced to rely on social more during the pandemic as a core channel for keeping up with customers, managing service requests, and making sales—it seems something has clicked.

This year, 83% of marketers in our survey reported having some level of confidence in quantifying the ROI of their social efforts, up from 68% last year. 

of marketers are confident about quantifying the ROI of social media

Source: Hootsuite Social Trends 2022 Survey

What’s driving this boost in confidence? There’s been plenty of improvements to marketing attribution tools offered by both the social networks and social media management vendors (including ourselves). But part of the answer also lies in the growing willingness of marketers to step away from old attribution models and mindsets. The few

businesses (14%) that are extremely confident in measuring their ROI are looking at the holistic benefit of social media on their marketing practices—beyond just direct sales and conversions. 

Three things extremely

confident marketers know

confident marketers

know about social media

about social media

What can you learn from marketers who said they’re “extremely confident” in measuring the ROI of social media? 

Hover over each to learn more.

Hungry for more data?

You can get the full results of our Social Trends 2022 survey here.

1

Social media has a priming effect on the rest of your marketing.

55% say their social ads strategy is completely integrated with other marketing activities. Meaning these marketers know that social works in conjunction with other marketing channels to drive awareness and help with brand recall. 

2

Social can help you gain valuable customer insights.

48% strongly agree that social listening has increased in value for their organization. Meaning that these marketers are using social to learn more about what their customers want and need so that they can deliver exactly that.

3

Social is at its most powerful when paid and organic work together.

65% have completely integrated their paid and organic social media efforts. Meaning that these marketers understand how to strategically use both to attract new customers while deepening relationships with existing ones.

Hungry for more data?

You can get the full results of our Social Trends 2022 survey here.

In 2022, leaders will

be expanding social’s

value beyond marketing.

value beyond marketing.

According to our survey, the number one goal in 2022 for organizations extremely confident in measuring the ROI of social is “expanding its impact on other departments.” So where do high-performing teams see the most opportunity? Protecting their brands, limiting organizational risk, and creating richer experiences for their employees. 

Organizations that told us they wanted to use social to “improve the employee experience” jumped from 4% last year to 20% this year. Likewise, organizations looking to use social for “brand protection and risk mitigation” jumped from 5% last year to 20% this year. Important goals as employers grapple with the Great Resignation and brands get held to higher and higher standards in public.

Bold businesses in 2022 will buff up their employee advocacy programs, get better at using social to gather consumer insights, and strive to deliver the kind of impact they’ve seen social have on their marketing elsewhere in their organizations.

The trend in action

Not only has Ochsner Health become the largest nonprofit, academic healthcare system in Louisiana, U.S.A—it has become a gold standard for how large businesses can use social media beyond their marketing. As Ochsner continues to expand throughout Louisiana, Mississippi, and Alabama in the midst of a pandemic, the organization is putting even more focus on managing its reputation, dispelling public misinformation, and bringing employees together using social.

During a boom in remote work, they’ve managed to create a robust and involved brand ambassador program. Originally launched with a handful of volunteers who were already active on social, today their ambassador program boasts 431 members and holds regular recruitment drives, offering prizes for high performers and even credits towards an employee’s annual appraisal.

Ochsner also started using Talkwalker, a Hootsuite partner, to reduce corporate risk by tracking negative sentiment across social media. They built a list of approved responses to common, negative feedback, and established a formalized process for managing serious complaints and addressing misinformation more effectively.

Ochsner has been exemplary in finding new utility in old tools and helping to reimagine how large businesses can use social to solve genuine business problems.

Now make them wonder how YOU did it

Now make them

wonder how YOU

did it

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Test your knowledge

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we've got a PDF.

Download the full report here.

Houston,

we've got a PDF.

Download the full report here.

Download Now
Social Trends 2022
The Brand Strategy Trend
The Social Advertising Trend
The ROI Trend
The Social Commerce Trend
The Customer Care Trend