Importantly, “the self-reported contribution of social media to overall company performance has risen sharply, up 24% since February 2020,” according to a recent article from the Harvard Business Review.

The publication offers a number of tips for firms looking to beef up their social media strategies for now and a post-pandemic world. The tips include:

• Run formal experiments: The survey found that there was a lot of marketing improvisation during the pandemic, but less formal experimentation on social media platforms. This means marketers are not fully understanding the effects of their improvisation.
• Invest in social media talent: Social media is growing in importance and that means an inexperienced or unqualified social media manager can have a negative impact on the brand. This comes at a time when social media managers are being asked to manage a larger part of the marketing budget and do more and wear multiple hats.
• Pick the best platform(s) for your brand: Brand building is extremely important to CMOs, so they should be particularly concerned with choosing the right social media platforms for their brands. It is important to consider how the platform deals with hate speech and other issues that could impact trust.
• Make it easy to get from social media to purchasing your products and services: The social media team must collaborate closely with an organization’s development team to make sure customers have a smooth journey to its e-commerce site.

Read the full article from the Harvard Business Review to get all the tips.