Coronavirus and the Transformation of the Workplace at Socialbakers – Blog – 10 minute

COVID-19 represents a challenge to businesses on so many levels. As societies come to grips with the pandemic and restrictions are slowly lifted, one of the next challenges to await some of us is the return to the workplace.
Over the last several weeks or months, the vast majority of employees have been asked to take social distance and work from home. The safety of the workforce is the primary concern of any business leader. So as businesses are asking themselves just how they can start to bring employees back to the office in a safe and prudent way, I’d like to share a few of the steps we’ll be taking at Socialbakers.
Remote Work Remains Relevant
For many years, businesses have been worrying about the productivity of remote workers. COVID-19 accelerated digital transformation and over the last several weeks we have learned just how productive our teams can be while working remotely.
Socialbakers is a technology business and we have always been very WFH friendly. So one area in which I believe that we will see a lasting impact on the way we work post-COVID-19 is remote work.
While there is no compression algorithm for experience, this period is serving to teach businesses that employees can not only function, but thrive working remotely. In a recent Gartner survey of 317 CFOs, nearly a quarter of respondents said they will move at least 20 percent of their on-site employees to permanent remote positions in an effort to achieve the cost savings of a remote workforce.
And more businesses may follow the lead of Twitter CEO Jack Dorsey, who announced that employees at his companies, including Twitter and Square, will be able to work remotely forever. Not every business can work remotely, but those that can are likely to do so in larger percentages moving forward.
With technologies like Slack, Zoom, Monday.com, and many other cloud-based collaboration tools, teams can be as productive as they are in the office, if not moreso. One important point to remember is that it’s not the tools that make employees productive, it’s the company values, the employee engagement, and the clarity of the leadership that drive productivity.
The downside of more remote working will likely be on the human side, but I believe that this will be more of a perceived downside than a real one. While there will be less opportunity for a coffee with a colleague, teams will have to get creative about how they keep up the personal side of collaboration.
At Socialbakers, we have already seen such creativity happening organically over the last weeks with virtual lunches and virtual happy hours bringing teams together during this period of enforced distance.
Office Guidelines After the Pandemic
When it comes to the physical workplace, there are some important questions to answer. The most important one for me is how do we offer our employees a safe, healthy environment in which to connect with co-workers and be productive?
First things first, we will make sure that face masks, gloves, and hand sanitizer are readily available in the office. We are producing Socialbakers face masks, which we feel will not only keep our employees safe but they will be proud to wear. There will also be hand sanitizer dispensers available in every reception, collaboration space, and meeting room, and employees will be encouraged to use them before interacting with each other.

We will also make sure we make space to allow for social distance. We plan to adjust our office environment to create new areas for informal meetings, which would normally have taken place over a coffee in the cafe area or on one of our sofas.
Now we plan to space out informal seating so people can meet together a safe distance apart. In conference rooms, we will remove some chairs so that they can never get to full capacity and people can leave a safe distance between themselves and their neighbor. 
When it comes to the return to the office, we plan to create rules of engagement at the company level and at the team level. These rules will be around the time employees plan to spend in the office, their reasons to come in, and finally the social rules of being in the office.
We will allow each team to decide how they would like to work together towards their respective goals. Some teams need to meet weekly, others need to catch up on a daily basis. No one size fits all.
What is going to be important is that we can plan office time based on team needs and in alignment with the local regulations. I believe that these changes will represent the biggest mindshift for employees, as once they reenter the workplace they will very quickly go back to old habits. It will be down to team leaders and managers to help their teams adapt to the new normal with more prudent workplace behaviors.
Socializing While Social Distancing
When it comes to social time in the office, many of the traditional office perks we have been offering employees will also need to change post-COVID. While get-togethers will need to change for the time being, they are still a very important part of who we are as a company.
Something our teams always looked forward to was the Friday Breakfast, which is an important opportunity for all employees at our headquarters to take some time to grab something to eat with their co-workers and catch up. Moving forward, we don’t want to remove such important opportunities to build relationships, but we know we will need to rethink them.
As a leadership team we are investigating ways in which we can work with local restaurants to replace the open buffet format and replace it with smaller snack boxes that would be delivered more frequently over the course of the week so that employees who are in the office can enjoy the sociability across our large office space. We also see this concept as a way to help the restaurants in our community who have suffered during the crisis.
Finally, a key topic is business travel. At Socialbakers, we are a global business with employees all over the world, from New York to Singapore, London to Sao Paulo. In the past, travel was commonplace as a way to keep physically close to our customers and to our co-workers.
While I don’t believe business travel will be a thing of the past, as in-person meetings are so very important, for the time being we will be encouraging our teams to really ask themselves if a trip is business critical, or if it can be handled via video conference.
The Takeaway
Navigating the return to work will be a learning process for all of us and I believe we need to view it as more of a transition than a switch to a new normal. Leaders will need to make sure they are enabling real two-way communication with employees, encouraging them to share any questions they have or challenges they face as a result of changes to the workplace.
If leaders are able to show employees the steps they are taking to keep them safe and secure, while enabling them to be productive, the COVID-19 crisis may end up being an opportunity to not only strengthen the corporate culture, but to increase employee engagement and boost productivity in the long run.

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The Impact of COVID-19 on Social Media Marketing | Socialbakers – Blog – 10 minute

Socialbakers is the trusted social media management partner to thousands of enterprise brands and SMBs. Leveraging the largest social media data-set in the industry, Socialbakers’ AI-powered social media marketing suite helps brands large and small ensure their investment in social media is delivering measurable business outcomes.

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Social Media Challenges for Ecommerce in Crisis | Socialbakers – Blog – 10 minute

In times of uncertainty, there are vast social media challenges in every industry. Countless businesses have shut down around the world as more countries lock down. But for the ecommerce industry — the lights have to stay on. 
Due to the coronavirus, health and social distancing come first. People depend on ecommerce to obtain essential goods at their homes without going to local stores and possibly infecting others. Receiving online products was once a luxury, but now in some cases it’s a life-saving necessity. 
Marketers from ecommerce businesses can use social media to manage the sporadic traffic and demand without jeopardizing stock levels that can cripple their supply chains. For example, NPR stated that Amazon plans to hire 100,000 new workers in the US for warehouses and delivery service just to meet the surge in demand from people relying on Amazon during the Coronavirus pandemic. 
Ecommerce brands can manage their social media channels to gain more insights about their traffic and audiences. But first, what are some of the social media challenges ecommerce businesses have faced?
Steady Decline in CTR and Ad Spend in Ecommerce Industry
Over the past few chaotic weeks, all industries around the globe have been experiencing a decline in CTR as more and more countries undergo quarantine. However, the CTR decline in the ecommerce industry as a whole is not as bad as it seems.
The main problem for ecommerce businesses is that there are waves of spikes in demand for essential products that conflict with supply chain capacities.

For instance, eMarketer found that there have been surges in Amazon searches for products like hand sanitizer and antibacterial soap. Online shoppers are willing to convert on products with longer delivery times to avoid going into stores. 
Even though there are upsurges in clicks, supply chain issues can start to pile up, and third-party sellers will look for ways to lessen the impact. And based on eMarketer’s findings, most marketers have reduced ad spend in order to control the impact.

The relationship between ads and merchandising has been a battle for ecommerce brands. Demand is unpredictable during a time of stress, especially when people are panic buying.
During this time, marketers should not create “set and forget” campaigns for a week because so much can change within a day, if not, hours. Either stock can run out fast, or prices are not competitive enough for customers to convert. 
So why risk this? To overcome these social media challenges, let’s focus on sentiment and organic content.

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Understanding Audience Sentiment
Creating social campaigns can take all-channel measurement and in-depth performance views to manage the surges of website traffic. But most of all, it’s crucial for ecommerce marketers to identify what’s important to their audiences vs. what strikes a chord with them.  
In order to tackle the declining CTR issue, starting with audience sentiment is your answer. From an audience sentiment analysis, we have seen that the overall sentiment related to coronavirus has grown more negative in the past month on Facebook.

All coronavirus content, from news media to government announcements, has overcrowded social media feeds, which can be overwhelming for audiences. Marketers need to consider that most people are also experiencing personal, life-changing factors that can affect the overall sentiment.
As an example, a McKinsey & Company survey in the US has shown that about 70% of their respondents believe that their finances will be impacted for more than two months due to coronavirus. 
To address this mindset, ecommerce marketers need to focus on analyzing brand perception and audience satisfaction. That way, if marketers are staying on top of audience sentiment, they will be able to identify areas of improvement from audience feedback such as delivery delays, out of stock, product quality. Identifying these issues quickly will potentially relieve burdens on supply chains. 
As long as marketers maintain a positive brand perception and satisfaction, ecommerce brands, at the very least, can prevent CTR from declining any further.
Generating Meaningful Organic Content
As a society, people all over the world feel uneasy about the coronavirus pandemic. People can grow numb to stressful content flooding their social media feeds, in which case your posts can be easily overlooked.
This could be an especially important time for ecommerce compared to other industries, as Socialbakers showed a large increase in ecommerce and social commerce engagement towards the end of 2019. And as people are forced inside and can mostly just shop online, the growing social commerce sector – completing the marketing funnel within a platform – could really take hold.
So how can marketers from ecommerce businesses grab their attention and maintain their CTR without paid ads?

By region, there’s a slight increase in organic posts vs. paid posts over the past three months. Ecommerce marketers can create uplifting organic content to increase their overall audience sentiment for brand perception, such as merely showing how their brand is positively adapting to the coronavirus crisis or showcasing a special offer to ease the quarantine life.
Just recently, eBay shared a warm post from its employees on a video chat. The caption mentions community and how important it is to stay connected virtually. In addition, Amazon posted on Instagram offering free access to Amazon Prime Video for families. Not only is this thoughtful, but it also encourages families to stay home and spend some quality time together while social distancing.

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The Takeaway
As long as ecommerce marketers are monitoring all channels in their social media marketing funnel, they will be able to gain a better understanding of their audiences. In this regard, lessening the impact on supply chains will not only catch up with demand but will also get people whatever they need to get through this pandemic.
Find out more how Coronavirus is changing behavior on social media for both brands and users.

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The Socialbakers Social Media Trends Report – Blog – 10 minute

Socialbakers is the trusted social media management partner to thousands of enterprise brands and SMBs. Leveraging the largest social media data-set in the industry, Socialbakers’ AI-powered social media marketing suite helps brands large and small ensure their investment in social media is delivering measurable business outcomes.

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Digital Marketing Expert Shares Tips with Socialbakers – Blog – 10 minute

You’ve been in the digital marketing field for nearly 10 years. In your experience, what have been the biggest game-changers in the industry? What do you think will be the next big thing?
For decades, marketing tactics were designed to interrupt customers, sell hard, and blindly push content in the hopes of reaching a few customers. Communicating with potential consumers was pure mass marketing and rather unsophisticated.
When Google was born in the early 2000s, the development of its AdWords tools meant content marketing was off to the races – everything changed online. Then in 2004, search engines started integrating algorithmic changes that forced companies to personalize their digital marketing efforts. That was the true birth of online personalization.
Unfortunately, most companies didn’t pay attention to the fact that targeting based on search patterns changed how brands sell and communicate to their audience.
Today, SEO is not a stand-alone tactic but part of a holistic strategy in the greater digital marketing machine, powered by an overall digital strategy that’s interconnected with other channels and platforms.
Aside from search engines developing to what they are today, PR has developed in leaps and bounds. It was only a few years ago that digital PR agencies didn’t even exist. Today, PR companies are being forced to broaden their scope to include digital because of its critical impact on overall earned media efforts.
The biggest game changer of all was in 2004 when people were still using MySpace. From his room at Harvard, Mark Zuckerberg and his roommates disrupted all social media networks and forever changed the landscape.
This was the pivotal moment in digital marketing, arguably more monumental than all other developments. It was then that social media matured from being a simple chat system to being an effective communication tool that broke down many of the traditional marketing barriers. Now, brands could connect, engage, communicate and share content directly with consumers. Social media allows brands to track, measure, analyse and optimize their campaigns in real time.
Today channels like Twitter, YouTube, Instagram and Pinterest, with billions of users, targeted advertising and a digital landscape that never sleeps, have become some of the most vital aspects of any marketing strategy.
Content marketing is based on several core principles: understanding the consumer, appealing to their interests and their stage within the customer journey, and serving them with relevant, consistent, engaging and valuable content.
Brands must now earn their customers’ attention with valuable content, engage in meaningful conversations with their community, and use each platform (based on where their audience is) to communicate effectively.
So where is digital headed? The past year was tough for digital marketers. Facebook scandals, influencer fraud, “the death” of organic reach and Google +. Today, digital marketing means pay-to-play. It was inevitable, especially as digital marketing grew at hyperspeed and the disruptive manner in which it shifted brands’ approach to their marketing efforts.
Here’s how the past predicted some of the future developments of digital.
Personalization
While digital privacy has been top-of-mind for a while, consumers are far more attuned to how and where their data is being used by brands. Sure, customers are willing to share but they are much more discerning in what they consider a return on investment.In a recent report by Salesforce, 57% percent of consumers said they’re willing to share data as long as the brand delivers personalized content, discounts, and offers. So it’s not a data issue, it’s an issue of brands delivering true value based on customer data. Customers want to see real value and brands have a responsibility to commit to this. As marketers, this means we need to reevaluate how data is collected and how teams can use the information effectively. We need to use data to fine-tune our personas and marketing segments, with the ultimate goal to deliver on our brand promise. 
Thumb-Stopping Microcontent 
Social media is becoming a tough playing field. Instagram and Twitter are quickly turning into places to just blast (spam?) content. We can no longer rely on organic content, so brands need to make sure that they’re able to stop consumer thumbs from scrolling. Thumb-stopping micro-content tells a powerful story in micro-moments. Think 360 videos, 3D photos, great Instagram stories. What efforts is your brand taking to consciously integrate these thumb-stoppers into your content calendar? Remember, quality always rules over quantity.
Chatbots/AI 
Businesses are always thinking up new ways of using AI to engage with customers, make processes easier and drive sales. The popularity and effectiveness of AI-powered chatbots in recent years has grown, and Facebook has integrated artificial intelligence to improve ad campaign results.
Storytelling
We live in an era of content overload. Brands need to rise above the noise, not through resources or talent but through action. Great, impactful stories that are poignant have always held value for humans. 
Tempemail 
Contrary to popular belief, email is still the most effective digital marketing tool. Brands now need to strike the right balance between pushing new sales and providing content relevant to customer interests. Try shifting to sending fun, creative, relevant and valuable email content.
Bold brands
Consumers want brands that matter and have more than just a product to sell. They should stand for something. Brands should use their personas to tell a simple yet sophisticated story. 
Influencer Marketing
despite the bloated data, influencer marketing will play a critical role over the next few years. While already conceptually quite old, the new reality is that digital influencers have a say in how consumers view products. Brands must be careful in crafting clear KPI’s (engagement, awareness, sales) and translate that into guidelines and expectations prior to working with influencers.
Podcasts are becoming huge – but not all marketers are jumping onboard. As an avid podcast host, could you shed light on some of the challenges and benefits you face?
I’m by no means an avid podcaster. I only started my Empathize It podcast a few months ago. The idea was germinating for months. Like with every new undertaking, there are always challenges to overcome. Now, 20 episodes later here’s what I’ve learned. While the consumer market is large, the challenge for publishers is that it’s a) difficult to be discovered, b) difficult to monetize, and c) difficult to source new content opportunities.
In terms of benefits, as someone who is based in Israel, it’s tough and costly for me to attend many of the great events around the world. So, I view my podcast as a series of one-on-one professional training sessions. It would be impossible to get the best entrepreneurs, social media leaders, content creators and engage them in meaningful conversations all in one room. This way, not only do I benefit from their insights but I’m able to share it with the world.

Are podcast the next big thing for marketers, or is it just a fleeting trend? We’re here with @Mordecai Holtz to get to the nitty-gritty of what it takes to create, grow, and measure a successful podcast.As always we’re here for you. Don’t be afraid to shoot some questions our way!
Posted by Socialbakers on Wednesday, March 6, 2019

When it comes to measuring your social media campaigns, which metrics do you feel are the most important to track and why?
This is tough but important question. There are very concrete, specific metrics that can indicate how well content is performing but be careful. Vanity metrics exist and they’re distracting. As a general rule, seek out more nuanced metrics, avoid overemphasizing simple counts and totals and look at “rates”.
For me, the most valuable metrics for evaluating the performance of social and digital content that is connected to business goals, include:
Reach: This is a better metric to track over its vanity version, New Followers. Since reach is expressed in percent-change over time, the growth rate reflects momentum on social media, without getting distracted by irrelevant numbers. Reach is great for startups since it allows them to compare the success of growth hacking efforts from the company’s early stages to more sophisticated campaigns.  
Metric to track: Audience Growth Rate.Tracking benefit: Directly connects social media data with business’ profits.Related metrics: Audience Growth, Total Followers.
Engagement: As Audience Growth Rate follows a positive trajectory, a brand wants to know and monitor that it’s speaking to the right people and that the audience is listening. This is why the average engagement rate is so important. It’s like taking the pulse of your network and checking the response to social media efforts. This metric compares engagement to the overall number of followers. 
Metric to track: Average Engagement Rate.Tracking benefit: Make engagement numbers meaningful and actionable.Related metrics: Reach, Overall Engagement, Audience Growth Rate.
Acquisition: Although total acquisitions from Twitter and Facebook are significantly lower than organic Google search, the Return Visit % actually proves the unique value of this platform to the brand. Sure, Google Analytics can track social media referral traffic, analyze the percentage of overall referrals emerging from social media, and determine the frequency rates of your visitors. This last metric is the key, since it much more accurately proves success in comparison to standard click-through rates (CTR).
Metric to track: Visitor Frequency RateTracking benefit: Optimizes targeting of new and returning visitorsRelated metrics: Click-Through Rate, Social Media Impressions
Conversion: Visiting, returning and engaging customers are good but converting ones are even better 🙂 It’s important to note that direct click-conversion metrics might not show the value of trust and social media influence. This is where I set up Assisted Social Conversions. The more specific the conversion goals, the easier it is to follow referral traffic via social channels and track conversions over time. Sure, daily tweets may not directly convert, but if they can be tracked through the customer journey, their success can be reflected in a chart. This chart shows real ROI of social. In the same vein, by comparing Assisted Social Conversions with Last Click (Direct) Conversions a brand can identify which social networks are ideal for engaging customers and which ones are optimal for converting. 
Metric to track: Assisted Social ConversionsTracking benefit: Directly connect social media data with business’ profitsRelated metrics: Last Click (Direct) Conversions
You’re not only a digital marketer, but also an influencer writing content for publications such as Social Media Today, Fast Company, HackerNoon, Social Media World. How critical do you think it is for marketers today to invest in their own personal branding? Is it even an option?
As always, people buy from people, not brands. Customers want to know that there is a human behind the brand. They will follow the person throughout their success’, regardless of which brand they may work for or with. As social media marketers, we are always sharing content. While we may not be looking to build a business or find a new job, a personal brand allows you to position yourself, get noticed by the press, impress vendors, attract influential contacts or simply expand your digital network. Being visible beyond the brand or client you represent is critical. It helps in developing your reputation, builds your digital street cred, and creates a place for you to brag about your successes’ or tell your story without limit.
Out of all of the digital marketing campaigns you’ve worked on, what would you say you’re most proud of and why?
I’ve worked on many digital campaigns, many of which have garnered great pride (personally and professionally). Of all them, I’d have to say that my work with the city of Jerusalem is my biggest brag. It all started with one tweet. As the New Media Director, I’ve been part of a team of people working on changing the perception of the city. From 4,000 years old to vibrant and sexy. With one tweet to an influencer, I was able to bring the world’s largest bloggers conference to the city. Imagine hundreds of travel bloggers exploring, tweeting, posting, sharing, snapping about a destination for a week. After that, they go home (or to their next stop) and write long-form content, like blog posts, about their experience in the destination.
Here are the metrics from the 3-day conference. Two years later, bloggers are still sharing content with this hashtag.

Beyond the impressive ‘viral’ social success, from a PR perspective the positive content, strong social reach and impressive content about Jerusalem will influence longer-term conversations and promote positive tourism to the city. Want to prove the ROI of social? How’s $1,038,000 of money spent by tourists (hotels, food, gifts, etc).This conference was 2 years ago. In December 2018, Bloomberg, based on research conducted by The European Monitor (an independent monitoring agency) stated that Jerusalem is poised to lead growth in inbound arrivals, making the Israeli city one of the world’s most popular travel destinations this year.
So, you see, provable results are the absolute bottom line for digital marketers – that will never change.
Mordecai is the Chief Strategist of Blue Thread Marketing, a boutique Israeli digital agency working with clients that span across 8 countries. He also serves as the New Media Director for the city of Jerusalem’s tourism division. Mordecai is an avid blogger and an active contributor to the digital marketing space, including contributions to Fast Company and mentions in Buzzfeed, CMO.com, Forbes & Inc. Mordecai recently launched Empathize It, a podcast focused on entrepreneurship, empathy and the digital economy. Mordecai is also a part of the global network of key opinion leaders for Huawei, China’s largest and fastest growing tech company.

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Eurosport: Productive Social Media Marketing with Socialbakers’ All-In-One Solution – Blog – 10 minute

Socialbakers is the trusted social media management partner to thousands of enterprise brands and SMBs. Leveraging the largest social media data-set in the industry, Socialbakers’ AI-powered social media marketing suite helps brands large and small ensure their investment in social media is delivering measurable business outcomes.

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McDonald’s KSA: 61% Faster Responses With Socialbakers – Blog – 10 minute

Socialbakers is the trusted social media management partner to thousands of enterprise brands and SMBs. Leveraging the largest social media data-set in the industry, Socialbakers’ AI-powered social media marketing suite helps brands large and small ensure their investment in social media is delivering measurable business outcomes.

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Socialbakers CEO Weighs in on GDPR and the Future for CMOs – Blog – 10 minute

Privacy, and specifically the EU’s GDPR, has changed the game for marketers. It’s a different landscape now, and Socialbakers CEO Yuval Ben-Itzhak says that it’s up to the marketers to take the regulation into account and adjust accordingly.
One year after the GDPR was implemented, we’re seeing US-based companies follow similar guidelines as consumers have made it known that they value privacy.
That means that “GDPR-safe marketing is the way forward,” Yuval says, and the methods to personalize content within those guidelines requires a complete solution that works in tandem with social media networks.
We caught up with Yuval after his keynote at Engage Paris 2019 to discuss GDPR’s impact on content marketing and what it means for the future:
What is GDPR’s impact one year later? And what’s next?
In the beginning it was a great success for the consumer, someone finally protecting them, but no one really realized how that was going to impact marketers.
Today, following the announcements from Google, from Mozilla, from Apple about changes in the browsers and basically blocking cookies to track consumers across different sites, that means a lot for marketers.
Think about your retargeting, think about your attribution model, think about your RTB and the profile that you’re sharing on these exchanges. It means a lot.
GDPR-safe marketing is the way forward to think and focus not about individual, focus about your audience, about their interests, about the demographics, and let the social media networks do the personalization and serve that relevant content to the individual.
A US marketer should not go into that privacy line and should instead focus on creating the content that resonates with the audience the best.
How do you personalize content in compliance with GDPR?
Doing content personalization at a time of GDPR is a bit different.
You no longer need to create content to target the individual, you need to inspire your content creators on the particular marketing persona you want to go after and once they’re creating that content hand it to the social networks and they will deal with the last mile of personalization.
GDPR-safe marketing means understanding your audience, not the individuals, but creating and selecting the right marketing persona for each of the products or each of the campaigns that you want to promote.

What should CMOs be preparing for?
In the last five years, CMOs were focusing on bringing on board more and more marketing tech.
However, we ended up with over 7,000 tools out there, each operating in a silo, each require different skills of people to operate and really understand how to get the best out of this.
Today the complexity and the lack of talent pose a completely different challenge for CMOs, so the way forward in the future is more about a unified marketing platform where the use cases are implemented end to end and this is an operational system with a similar data-set where everything is connected together.
So you no longer need to operate each tool in a silo. You no longer need to plug the data from one system into another just to understand what’s going on.
In a unified marketing platform environment, everything is already there.
You need to focus on the operation, you need to focus on productivity, and of course focus on the results and the platform will provide you everything you need for a seamless experience. It’s smart and it’s very impactful for your campaign.
To get more insights on the current state of content marketing and what’s coming in the future, check out our interviews with authors Nathalie Nahai and Ben M. Roberts.

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Socialbakers is the trusted social media management partner to thousands of enterprise brands and SMBs. Leveraging the largest social media data-set in the industry, Socialbakers’ AI-powered social media marketing suite helps brands large and small ensure their investment in social media is delivering measurable business outcomes.

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