Gartner Research

Top Use Cases and Benefits of Social Marketing

Published: 22 September 2014

ID: G00264685

Analyst(s): Julie Hopkins


Social marketing means different things to different people inside an organization; aligning efforts with use cases can add efficiency and improve measurement. Use this research to understand five social marketing use cases at work to determine how they'll bring value to your business and customers.

Table Of Contents
  • Key Challenges



  • Develop a Social Marketing Engagement Strategy to Build Relationships and Retain Customers
  • Adopt Social Campaign Management to Coordinate Your Work Inside an Organization and Across Social Channels
  • Use Advanced Social Analytics to Monitor Activity and Measure Business Outcomes
  • Leverage Customer Communities for Market Research and Collaboration
  • Source Innovation From Prospects, Customers and Experts Alike

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.