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Leaders know social media leads to ROI, but say their teams can’t prove it
Most leaders are confident social media can influence the entire customer journey—even if their metrics don’t show it yet. Which puts social media marketers under increased pressure to close attribution gaps and tell more compelling data stories.
More than two-thirds of marketing leaders are confident that social media generates brand awareness. Yet, as we near peak saturation across networks and face a tumultuous socio-economic climate, top of funnel metrics like awareness mean less.
These leaders also believe that social drives customer acquisition, customer loyalty and revenue. Though they aren’t as confident in their own team’s ability to tie social to those outcomes. Most blame their tech stack for underwhelming data, but are also disappointed by the metrics that are reported on.
Without a tangible grasp of social ROI, leaders are less likely to grant teams autonomy. Though strides have been made in resourcing, social teams still don’t feel like leaders trust them. Social marketers need the right tools and sophisticated integrations, but they also need skills and rituals that enable them to evangelize the power of social insights.
For our 2025 Impact of Social Media Report, we surveyed 1,200 marketing leaders from around the globe to find out what separates teams who can prove social ROI from those who can’t. We examined what social marketers can do to make sure their reporting infrastructure prioritizes the right metrics, and how high impact social data can provide value company-wide.
Key findings from this research
Leaders want more context
Marketing leaders say they want social teams to share competitor and audience insights, data comparing their own performance against innovative brands, and intel into the latest network updates.
More content ≠ more impact
Marketing leaders and social managers are divided on whether they need to be posting more. Rather than play a volume game, teams should prioritize quality content that speaks to audience truths.
Social data is still siloed
Leaders say they want teams outside of digital marketing to use social insights to drive their decisions. For that to happen, teams need stronger integrations and more collaborative rituals.
Leaders know social media leads to ROI, but say their teams can’t prove it
Most leaders are confident social media can influence the entire customer journey—even if their metrics don’t show it yet. Which puts social media marketers under increased pressure to close attribution gaps and tell more compelling data stories.
More than two-thirds of marketing leaders are confident that social media generates brand awareness. Yet, as we near peak saturation across networks and face a tumultuous socio-economic climate, top of funnel metrics like awareness mean less.
These leaders also believe that social drives customer acquisition, customer loyalty and revenue. Though they aren’t as confident in their own team’s ability to tie social to those outcomes. Most blame their tech stack for underwhelming data, but are also disappointed by the metrics that are reported on.
Without a tangible grasp of social ROI, leaders are less likely to grant teams autonomy. Though strides have been made in resourcing, social teams still don’t feel like leaders trust them. Social marketers need the right tools and sophisticated integrations, but they also need skills and rituals that enable them to evangelize the power of social insights.
For our 2025 Impact of Social Media Report, we surveyed 1,200 marketing leaders from around the globe to find out what separates teams who can prove social ROI from those who can’t. We examined what social marketers can do to make sure their reporting infrastructure prioritizes the right metrics, and how high impact social data can provide value company-wide.
Key findings from this research
Leaders want more context
Marketing leaders say they want social teams to share competitor and audience insights, data comparing their own performance against innovative brands, and intel into the latest network updates.
More content ≠ more impact
Marketing leaders and social managers are divided on whether they need to be posting more. Rather than play a volume game, teams should prioritize quality content that speaks to audience truths.
Social data is still siloed
Leaders say they want teams outside of digital marketing to use social insights to drive their decisions. For that to happen, teams need stronger integrations and more collaborative rituals.
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