It’s that time of year: The season where vats of candy, costume parties, and an obsession over anything with “pumpkin spice” are just part of the fun. They are also part of consumer spending.
Once the Halloween costumes are packed and the parties wind down, the countdown to the holiday season begins. For retailers, it’s a countdown to the moment they flip the switch on their holiday campaigns.
As social marketers we’ve been focused on drumming up engagement, building relationships, and creating experiences in social campaigns that boost awareness and reinforce loyalty – important work that’s come a long way since social emerged. Many brands have been able to show exceptional results from their engagement programs – either quantitatively or qualitatively – but many others are struggling with proving social’s contribution.
Tracking social media can be, well, tricky. There are a lot of layers to it. Engagement and reach metrics give you a sense for how well you’re resonating with your community, but tying that to the KPIs that matter to your company through analytics can feel like a hurdle.
The conversation about digital and social media is steadily moving toward one focus: the customer. There’s an urgency to figure out omnichannel, to get serious about optimizing the digital customer experience, and for the C-Suite to lead the charge on making everything a brand does customer-centric.