Gartner Research

How to Determine Social Media's Role in Your Customers' Journeys

Published: 08 May 2018

ID: G00355911

Analyst(s): Jenny Sussin , Jason Daigler


Social media plays a critical role in the customer journey, but not always in the way organizations plan. Application leaders supporting the customer experience must identify whether to position social media as destination or facilitator, based on their business goals.

Table Of Contents
  • Key Challenges



  • Outline Customers' Reasons for Visiting Your Social Media Properties
  • Determine Whether Your Social Media Properties Are Facilitators or Destinations
  • Develop a Means of Tracking Customer Movement Within Your Social Media Properties That Extends to the Nonsocial Customer Journey

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.