Gartner Research

Six High-Impact Social Marketing Use Cases Deliver Business Results

Published: 17 April 2017

ID: G00323303

Analyst(s): Elizabeth Shaw , Jay Wilson

Summary

Social marketing makes a big impact on business performance, yet marketing leaders still struggle to quantify its value. Use these six use cases to build a business case for social marketing, tighten the focus of your strategy and attribute results directly to your efforts.

Table Of Contents

Analysis

  • Use Case No. 1. Build Relationships With Engagement
    • Use Case Rationale
    • Use Case in Action: Marriott
    • Applying the Use Case to Your Business
  • Use Case No. 2. Deliver Focused Campaigns
    • Use Case Rationale
    • Use Case in Action: Toyota
    • Applying the Use Case to Your Business
  • Use Case No. 3. Reveal Customer Insights
    • Use Case in Action: Mars
    • Applying the Use Case to Your Business
  • Use Case No. 4. Create and Publish Continuous, Compelling Content
    • Use Case in Action: Maersk Line
    • Applying the Use Case to Your Business
  • Use Case No. 5. Generate New Ideas
    • Use Case in Action: Glossier
    • Applying the Use Case to Your Business
  • Use Case No. 6. Nurture Employee Advocates
    • Use Case in Action: IBM
    • Applying the Use Case to Your Business

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