Since 2020, the pandemic, social justice movements and other significant global events have hastened the evolution of consumer or audience expectations — and criticisms — of social media. Consumers no longer scroll passively through channel feeds, and brands can no longer consider social solely a distribution channel for content.
Businesses and organizations that engage in social media without an up-to-date audience- or community-specific strategy risk diminishing channel impact and ROI, and losing customers. In this episode, originally broadcast on #Hashtags: The Gartner Marketing & Communications Podcast, Dorian Cundick, a vice president with the Gartner for Marketers Advisory Team, and Amber Gallihar Boyes, a director analyst who works with CMOs and heads of communication, discuss the unique expectations for distinct social channels, why and how audience expectations tend to shift, and the organizations that achieved successful engagement, thanks to highly intentional approaches to community building and audience activation.
Download: Digital IQ: Social Marketing Benchmarks
Subscribe: #Hashtags: The Gartner Marketing & Communications Podcast
Opening Thoughts
Latest Social Media Engagement Trends
Social Media’s Rebalancing Act
How Customers Curate their Social Content Experiences
Social Media Strategies Worth Emulating
How to Navigate Community Partnership Opportunities
What to Listen for When Deploying Social Listening
Social Media and Community Etiquette Essentials for Brands
Are There Platforms Brands Shouldn’t Ignore?
Rethink These Common Approaches to Social Media
How to Get the Right People in Essential Social Roles
Social Media Metrics and Measurements that Matter Most
Dorian Cundick | VP, Advisory
Dorian Cundick is a VP Advisor supporting CCOs around functional leadership and external communications, and the host of Gartner's #Hashtags Marketing and Communications Podcast. She has helped lead the Gartner Communications team for nearly two decades, helping shape a research agenda that continues to navigate dramatic changes in the Communications discipline. She has advised countless CCOs in diagnosing and addressing their key strategic opportunities, and has featured as a regular speaker and facilitator at events around the world.
Amber Gallihar Boyes | Director Analyst, KI Leader
Amber Gallihar Boyes is a Director Analyst helping equip CCOs with reputation and brand management, crisis communications, PR and social media best practices. As a former practitioner, Amber is highly skilled at navigating complex external organizations to drive communication effectiveness across various audiences and channels. Amber's experience spans social media, influencer and content marketing, media relations and integrated creative brand campaigns as a former lead counselor at an integrated marketing communications agency.
Hosted by: Karen Lockhart
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