Convey compelling qualitative ROI for social media | Abbey Joyce, SmartBear

Pros & Content Brief

Abbey Joyce, Brand Marketing Program Manager at SmartBear, activates social media internally to bring value to the organization. Notably, she tracks and communicates value to other teams, but that value is not tied directly to revenue. It’s showing up in engagement metrics, employee satisfaction, and other areas that have been proven to be valuable to a successful company.

(01:25) - Abbey's background and journey to SmartBear

(04:02) - SmartBear's big social shift: match messaging to audience motivation

(07:48) - Positive results from the social shift, and communicating the success

(10:28) - Showing the value of organic social media beyond revenue

(14:17) - You have to communicate value in ways your internal audience cares about and understands

(16:20) - How to share marketing campaigns internally for social posting

(20:24) - Addressing concerns and building confidence in qualitative data

(22:29) - Advocating for the time you need to do it right

(25:04) - Don't be afraid to think bigger than quantitative data to show value

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