目录（点击切换）
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To sayany of us saw 2020 coming would be alie.
Adglobal pandemic, economic collapse, unignorable calls
forracialequality and an ongoing climate crisisallmade
foratough,dqarkyear
But whenthereis darkness,thereislight. Thereisresiliency，
innovation, and creativity一andtheresalwaysapath backto growth.
Inthisyears report,youllfind bigideas and quick wins.New
solutions to old problems. And real stories from leading brands
aroundthe world.Allbacked by insights fromthe brightest minds
in marketing and datafrom our biggest survey yet.
1hopeithelpsyoufindyour way forward.
Tom Keiser
CEO, HootsuiteCONTENTS
4 Executive Summary
6 Methodology
7 The mosteffective Social platforms for 2021
10
The race to ROI
Social bridges the gap to a new customer experience
13
Silence is golden
Brands find their place in the conversation
26
Way more than OK
Ageneration ignored by digital marketers booms on social
33
Do | know you?
Tying engagementto identity gives advanced marketers
new momentum
41
The perils (and promise) of purpose
Bold brands start in the boardroom, not the front lines of socialExecutive summary
Based on our annual survey of 11,189 marketers, interviews with
industry experts, and exhaustive research, weve identified
five key social media trends for 2021.
| page 10
The raceto ROI: Socialbridgesthe gap to anew
customerexperience
As businesses struggle to recoup lost sales in the wake of the
pandemic, marketers turn to social to meet two equally urgent
imperatives: deliver short-term ROI with targeted performance
marketing tactics while building innovative digital experiences
that win long-term loyalty by bringing discovery, connection，
and fun back to the customer experience.
| page 18
Silenceis golden: Brandsfindtheirplaceinthe conversation
Adramatic uptick in social media use presented a huge
number of new opportunities for brands this year一but many
missed the mark by jumping in too soon.Smart brands sat
back and listened, then won with creative, original ways of
fitting /to the Social conversation to break through the wall
of indifference.
| page 26
WaymorethanOK:Agenerationignoredby digital marketers
booms on social
Stereotypes, ageism, and ayearslong habit of chasing newness
over effectiveness have left marketers underestimating一
and underrepresenting一an increasingly digitally savvy and
Iucrative demographic: baby boomers. By using smart
Segmentation and thoughtful representation, marketers that
include baby boomers in their digital strategies can leapfrog
those Still stuck in stereotypes.
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