Hootsuite’s Social Media Barometer Report 2018
An annual global study on how organizations are using social media
As the number of social media users continues to climb to over 3.2 billion*, social matters more than ever to businesses around the world.
Hootsuite surveyed over 9,000 B2B and B2C organizations of varying sizes across North America; Europe; the Middle East and Africa; Asia Pacific; and Latin America to examine how organizations manage social, what they do on social—and the main challenges they face.
The study found that North America no longer leads the way. Social media is increasingly important to companies everywhere; 80 percent said it mattered more than the year before. Importantly, the people controlling the purse strings are putting their weight behind social. Only 28 percent of respondents find it difficult to convince CEOs to invest in social.
What you’ll learn:
How—and where—organizations are investing in social media initiatives to get results
Emerging regional and demographic trends in how organizations use social media
The top goals organizations are working to achieve with social media—and how they’re performing
How broader adoption of social media across departments is changing organizations’ social media strategy
The top social media challenges organizations are facing—and how they’re addressing them
Download our Global Social Media Barometer report to read more about the social priorities, opportunities, and challenges facing businesses around the world—and use these insights to inform your planning for 2019. You can also discover our regional Barometer reports here.
*Hootsuite and We Are Social. Digital in 2018. 2018.
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Hootsuite helps health care organizations improve the patient experience through social media, while protecting the brand and staying compliant with industry regulations.
The 8 Elements of a Successful Government Social Media Strategy
The 8 Elements of a Successful Government Social Media Strategy
Learn the best practices that inform successful public sector social media strategies.
Forrester: The Digital Maturity Model 5.0
Forrester: The Digital Maturity Model 5.0
Do you know how your social media and digital efforts compare with those of your competitors?
Talkwalker: How the Financial Services Industry Can Use Social Media to Drive Business Advantage
Talkwalker: How the Financial Services Industry Can Use Social Media to Drive Business Advantage
Learn how to use social media to protect brands, gain consumer insights, and improve customer service.
Creating a Social Selling Action Plan
Creating a Social Selling Action Plan
How marketers can help sales teams succeed
Hootsuite for State and Local Government
Hootsuite for State and Local Government
Read our brochure to see how our battle-tested technology, extensive ecosystem, and social DNA help state and local government organizations understand, inform, and engage constituents.
Social Media Trends Report for Health Care
Social Media Trends Report for Health Care
In this report, we examine global social media trends impacting the health care sector. You’ll learn how health care organizations are using social media to attract prospective patients, create brand advocates, and improve the patient experience.
The Connected Consumer
The Connected Consumer
Rethinking the social customer journey in Australia’s hospitality and tourism industry
Instagram Strategy Guide for Australia’s Tourism & Hospitality Industry
Instagram Strategy Guide for Australia’s Tourism & Hospitality Industry
Key steps in developing and implementing a best practice Instagram strategy
Hootsuite for Government: Citizen Engagement Guide
Hootsuite for Government: Citizen Engagement Guide
Supercharge citizen engagement through a secure and scalable platform.
Hootsuite for Higher Education
Hootsuite for Higher Education
A unified social media solution for building your social campus
A Practical Guide to Measuring Social ROI
A Practical Guide to Measuring Social ROI
Social media spend continues to grow at an increasing rate—and according to Ad Age, it’s expected to make up over 20 percent of all marketing budgets by 2020.
Generating Leads with Social Media
Generating Leads with Social Media
A Practical Guide to Improving ROI
Getting to Know Your Audience
Getting to Know Your Audience
How to Research Your Social Media Audience
Getting to Know Your Audience
Getting to Know Your Audience
How to Research Your Social Media Audience
The Toolkit for Social Video
The Toolkit for Social Video
How to Optimise Creative Video Content to Engage Your Audience
How Social Executives are Transforming the Financial Services Industry in Australia
How Social Executives are Transforming the Financial Services Industry in Australia
A report from Hootsuite and LinkedIn
The Social Revolution: Redefining the Student Experience in Australian Higher Education Institutions
The Social Revolution: Redefining the Student Experience in Australian Higher Education Institutions
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Cross-Campus Innovation: A Guide to Social Media Strategy for Australian Higher Education Institutions 
Cross-Campus Innovation: A Guide to Social Media Strategy for Australian Higher Education Institutions
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The New Customer Service Model
The New Customer Service Model
How Being Customer-Obsessed on Social Media Will Grow Your Brand
Forrester Research, Inc. Report: The ROI of Digital Business Transformation (November 6, 2015)
Forrester Research, Inc. Report: The ROI of Digital Business Transformation (November 6, 2015)
How building a solid business case and getting a significant investment is the key to your organization’s digital transformation
The Social Video Toolkit
The Social Video Toolkit
3 checklists to help you create and share videos on social
A Guide to Social Video Strategy
Strategy & Tactics
A Guide to Social Video Strategy
5 steps to creating videos that make an impact
How to attach images and video to Facebook Pages and personal profiles in Hootsuite
How to attach images and video to Facebook Pages and personal profiles in Hootsuite
Simply add your video as an attachment, pick your thumbnail image, and send
The Social Campus Toolkit
The Social Campus Toolkit
Learn how to implement an effective campus-wide social strategy
Innovate UK government agency promotes 300 events annually and exceeds engagement targets
Strategy & Tactics
Innovate UK government agency promotes 300 events annually and exceeds engagement targets
How governments can use social media to generate sustained business benefits
Storytelling on a global scale: How Free The Children charity uses social media
Storytelling on a global scale: How Free The Children charity uses social media
Building enough brand love to become one of the largest charitable Facebook causes in the world
Bringing science to social: Polymer Solutions grows followers by 375%
Bringing science to social: Polymer Solutions grows followers by 375%
How a B2B technology-based company took an analytic approach to creating a social media strategy
Hootsuite Enterprise and Brandwatch
Hootsuite Enterprise and Brandwatch
Anticipate trends and measure new initiatives with social data
Influencer Marketing 101
Influencer Marketing 101
3 steps to creating a successful influencer campaign
Social Media Strategy Template
Social Media Strategy Template
Are you ready to take action on your social media strategy?
Make Your First Sale on Social Media
Make Your First Sale on Social Media
A guide for small and medium-sized businesses
Forrester Research, Inc. Report: Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime (September 28, 2015)
Forrester Research, Inc. Report: Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime (September 28, 2015)
How focusing on people, not companies, is the key to increasing advocate engagement
Expert Tips For Using Facebook in Hootsuite
Expert Tips For Using Facebook in Hootsuite
Discover tools, techniques, and best practices in this guide from our Social Media Coaches.
Social media at City, University of London 
Social media at City, University of London
How City, University of London attracts and engages students with the perfect mix of content marketing
How to get employees to (willingly) share your social media content 
How to get employees to (willingly) share your social media content
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The Power of Employee Advocacy
The Power of Employee Advocacy
18 compelling statistics that show why employee advocacy is the next big trend in social
Social Selling For Large Organizations
Social Selling For Large Organizations
Best practices to empower sales teams on social
How a UK university used social media to increase student recruitment
How a UK university used social media to increase student recruitment
University of Salford: Becoming the first social university in the UK through a culture of collaboration and engagement
Forrester Research, Inc. Report: Break Through The Hype Of Social Selling (July 28, 2015) 
Forrester Research, Inc. Report: Break Through The Hype Of Social Selling (July 28, 2015)
How to successfully enable your sales teams to utilize their social networks
Instagram via Hootsuite 
Instagram via Hootsuite
How agencies can better manage multiple Instagram accounts
Engaging Customers Locally: How Social Is Changing The Local Buying Journey
Engaging Customers Locally: How Social Is Changing The Local Buying Journey
The buying journey is changing when it comes to modern shoppers.
Instagram Master Tactics
Instagram Master Tactics
With 500 million monthly active users, Instagram is filled with creative marketing and community-building opportunities.
How to Handle Complaints via Twitter
How to Handle Complaints via Twitter
42% of consumers complaining on social media expect a response within 60 minutes—but the average company takes just over 8 hours to respond.
Instagram and Hootsuite
Instagram and Hootsuite
A Quick Start Guide. With 400 million monthly active users, Instagram can open up a world of opportunity for your business.
Social Media Guide for Small Businesses
Social Media Guide for Small Businesses
How to use social media to grow your business, save time, and stay competitive
Health Care Guide: Driving Patient Engagement
Health Care Guide: Driving Patient Engagement
4-step guide to social media in Health Care.
Social Selling Toolkit
Toolkits
Social Selling Toolkit
Social media has changed the selling process dramatically.
Listen and Serve
Listen and Serve
7 innovative ways governments can increase transparency and public participation
From Tweets to Impact
From Tweets to Impact
8 steps to building an innovative government social media strategy
Social Media Innovators in Government Toolkit
Social Media Innovators in Government Toolkit
Discover how to do more with social media
How Hootsuite Wins with Social Data
How Hootsuite Wins with Social Data
Learn how our own marketing pros use social listening and analytics to hit KPIs
10 Tips For Running Your First Campaign
10 Tips For Running Your First Campaign
How to establish a compelling social marketing strategy to engage your audience online
The Social Government
The Social Government
How governments are reducing costs and better serving constituents via social
How a health care organization scales social media across 23,000+ employees while successfully navigating HIPAA regulations
Case Studies
How a health care organization scales social media across 23,000+ employees while successfully navigating HIPAA regulations
Navigating Social Media Compliance 
Navigating Social Media Compliance
Learn how to securely deploy social in your organization
Social Media Data Cookbook - For Marketers
Social Media Data Cookbook - For Marketers
11 simple, useful, and completely practical ways to use social media data
Singapore Committee for UN Women Case Study - 5698
Singapore Committee for UN Women Case Study - 5698
Using social to connect with hard-to-reach audiences and inspire action worldwide
The Power of Social Conversation Analysis
The Power of Social Conversation Analysis
How to Fuel Business Insights through Social Conversations
Creating a social media strategy
Creating a social media strategy
Discover the social media strategy TerraCycle used to build a global community of thousands
Aligning the Social Organization
Aligning the Social Organization
7 Key Traits of Highly Collaborative Businesses
SXSW Case Study - 5682
SXSW Case Study - 5682
How SXSW prepared for event and crowd management using Hootsuite and Nexalogy
Make Your Social #FailProof
Make Your Social #FailProof
Discover the 9 types of social media fails and how to avoid them
Launching a Successful Multilingual Campaign: A Case Study With ARTE TV - 5673
Launching a Successful Multilingual Campaign: A Case Study With ARTE TV - 5673
How ARTE TV launched a 24 hour multilingual campaign that drove international awareness and viewership
Social Customer Service Toolkit
Social Customer Service Toolkit
Increase customer satisfaction and deliver a consistent brand experience
Connect Your Enterprise World
Connect Your Enterprise World
How to enhance your business technologies by integrating social media
Real-Time Marketing: Go Beyond The Buzz
Real-Time Marketing: Go Beyond The Buzz
Definitions, examples and work plans to get you started
8 Social Media Tips for Financial Services
8 Social Media Tips for Financial Services
Finance industry-specific best practices for implementing social media
The Beginner’s Guide to Social Media Metrics
The Beginner’s Guide to Social Media Metrics
A blueprint for getting started with social analytics
Reaching global audiences with social media
Reaching global audiences with social media
How the University of South Australia lifts global engagement by 42%
Evaluating social media education programs
Evaluating social media education programs
How to find a program that fits your unique needs and drives business results
Succeeding with social customer service
Succeeding with social customer service
Your 5-step strategy to building a loyal customer base using social media
Strategizing the Social Media Play: A CFL Case Study - 5574
Strategizing the Social Media Play: A CFL Case Study - 5574
How the CFL used social media to increase fan engagement and referral traffic
Mapping your Organizational Roles
Mapping your Organizational Roles
See how enterprises can prepare themselves for real-world risk scenarios
Evaluating Enterprise Social Media Platforms
Evaluating Enterprise Social Media Platforms
How to support business goals through customized workflows for each department
Top 10 Social Media Tips for Small Businesses
Top 10 Social Media Tips for Small Businesses
How to build a strong social media marketing presence
Adding your Social Network Profiles
Adding your Social Network Profiles
Discover how you can manage all your social profiles in one place
Social Media in Technology
Social Media in Technology
How to unify your social media strategy across the organization
Social Selling for Sales Executives
Social Selling for Sales Executives
How to connect with prospects at the right time and close deals fast
Ensure Compliance Across Your Organization
Ensure Compliance Across Your Organization
How to establish the right compliance controls
6 Steps to Social Media Compliance
6 Steps to Social Media Compliance
Learn about how regulations may affect your industry while using social media
Managing your Pending Posts
Managing your Pending Posts
Learn how to schedule, AutoSchedule, view, and edit your pending posts
3 Ways Sports Organizations Use Social Media
3 Ways Sports Organizations Use Social Media
Develop a social strategy to increase fan loyalty and deliver significant ROI
How to Add Instagram to your Hootsuite Dashboard - 5653
How to Add Instagram to your Hootsuite Dashboard - 5653
How to connect your Instagram account to Hootsuite
Putting Social to Work for Your Business
Putting Social to Work for Your Business
Easily amplify your social reach exponentially through employee participation
8 Social Media Tips for the Retail Industry
8 Social Media Tips for the Retail Industry
Understanding today's path-to-purchase
The hardest hit by Hurricane Sandy
The hardest hit by Hurricane Sandy
How Morris County communicated with citizens during emergency response
Storytelling with Saving Lincoln - 5563
Storytelling with Saving Lincoln - 5563
How a successful independent film launched on Twitter with a $1,000 budget using Hootsuite
A Major League Soccer Case Study
A Major League Soccer Case Study
See how Major League Soccer uses Hootsuite social contesting to build a fan base
Organize your Social Business
Organize your Social Business
5 steps to developing and implementing an enterprise-wide social strategy
How a European Tourism Leader Earned a 200% Return on Investment in Social Media
Case Studies
How a European Tourism Leader Earned a 200% Return on Investment in Social Media
DaVita Inc. uses social media to help raise kidney disease awareness
Case Studies
DaVita Inc. uses social media to help raise kidney disease awareness
The Social Media Toolkit for Fresh Ideas
Toolkits
The Social Media Toolkit for Fresh Ideas
All the inspiration you need to feed the social beast
How UNESCO used social media to raise awareness of crimes against journalists
Case Studies
How UNESCO used social media to raise awareness of crimes against journalists
How the WWF inspires global action with social media
Case Studies
How the WWF inspires global action with social media
How Ochsner Health Reaches New Audiences on Social—and Doubled its Engagement
Case Studies
How Ochsner Health Reaches New Audiences on Social—and Doubled its Engagement
How the University of Sydney Proves the Value of Social Media
Case Studies
How the University of Sydney Proves the Value of Social Media
How Meliá’s Social-First Strategy Built Customer Loyalty and Business Resilience During a Crisis
Case Studies
How Meliá’s Social-First Strategy Built Customer Loyalty and Business Resilience During a Crisis
How Antalis Leads Its Industry on Social with Employee Ambassadors
Case Studies
How Antalis Leads Its Industry on Social with Employee Ambassadors
How Meliá became one of the most influential hotel chains on social media
Case Studies
How Meliá became one of the most influential hotel chains on social media
How the RACGP uses social media to build stronger connections with its audience
Case Studies
How the RACGP uses social media to build stronger connections with its audience
Using Social Media to Circulate News that Matters and Solve Crimes
Case Studies
Using Social Media to Circulate News that Matters and Solve Crimes
2022 Digital Trends Report
Research & Trends
2022 Digital Trends Report
Read the report now for an in-depth look at 2022’s most noteworthy digital trends and statistics.
How Nokia used social to become the talk of the world’s largest mobile tech event
Case Studies
How Nokia used social to become the talk of the world’s largest mobile tech event
Helping to keep road users safe with an effective social media strategy
Case Studies
Helping to keep road users safe with an effective social media strategy
How Antalis Leads Its Industry on Social with Employee Ambassadors
Case Studies
How Antalis Leads Its Industry on Social with Employee Ambassadors
How SYKES Latin America used Hootsuite to reduce hiring costs and attract high-quality candidates on social
Case Studies
How SYKES Latin America used Hootsuite to reduce hiring costs and attract high-quality candidates on social
How Amway Transformed Its Social Enterprise and Boosted Campaign Revenue by 500%
Case Studies
How Amway Transformed Its Social Enterprise and Boosted Campaign Revenue by 500%
Innovate UK executed a social media strategy to get their message seen by more people
Case Studies
Innovate UK executed a social media strategy to get their message seen by more people
How Abu Dhabi is Boosting Tourism with Social Media
Case Studies
How Abu Dhabi is Boosting Tourism with Social Media
Enhancing the student experience with social media content
Case Studies
Enhancing the student experience with social media content
Marketo uses Hootsuite to improve lead quality and maintain 93% customer satisfaction
Case Studies
Marketo uses Hootsuite to improve lead quality and maintain 93% customer satisfaction
How Sodexo leads its industry with social advocacy
Case Studies
How Sodexo leads its industry with social advocacy
How Sodexo Universities builds meaningful connections with students
Case Studies
How Sodexo Universities builds meaningful connections with students
SIX automates key cybersecurity tasks to actively protect itself against social media threats
Case Studies
SIX automates key cybersecurity tasks to actively protect itself against social media threats
The Definitive Guide to Social Selling
The Definitive Guide to Social Selling
How to use social media to listen, learn, and engage, and boost your close rate
San Diego Zoo: Community Engagement - 5566 Bringing the zoo to you
San Diego Zoo: Community Engagement - 5566 Bringing the zoo to you
How the San Diego Zoo educates and inspires a global audience using Hootsuite
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