Trends Report

Build A Case To Show Social's Value To Marketing And The Entire Enterprise

November 9th, 2018
With contributors:
Brigitte Majewski , Melissa Parrish , Caitlin Wall , Christine Turley


When marketers disregard crafting a strong business case for their social investments, they eventually struggle to prove social marketing's value. Creating a business case enables marketers to gain credibility and set expectations for their social initiatives, which in turn helps them expand the contribution of social beyond marketing and into the enterprise at large. This report guides B2C marketers in crafting a social marketing business case that will not only satisfy their own marketing leadership but also appeal to potential stakeholders in the broader enterprise. This is an update of a previously published report; we review and update it periodically for continued relevance and accuracy.

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