How can social media drive real business growth, not just awareness? Social media drives business growth when it supports decision-making, not just visibility. While 67% of leaders believe social contributes beyond awareness, only 56% feel confident measuring its business impact. Content that helps people understand, compare, and feel confident enough to act often drives more commercial value than content designed only for reach or engagement. What to do Define clear roles for content across the journey Use creators to build attention and UGC to support decisions Focus on clarity and usefulness, not just reach Design content that can be shared and reused internally What to measure Saves and shares Return visits Branded search Evidence of content used in buying decisions
Social is doing more commercial work than it gets credit for. That is a frustrating place to be.
84% of sharing happens in dark social. 81% of B2B buyers have a vendor preference before any sales contact.
Full breakdown in the newsletter. buff.ly/WyvpDrb
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