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According to research by GlobalWebindex, 93% of internet users have at least one social media account. With social media touching so many areas of an organisation, the process of getting social media right has never been more important.

This Social Media Best Practice Guide contains actionable, real-world insight with detailed explanations to help you start and improve your performance on social media platforms.

In order to enable you to quickly access the information you need to start improving your marketing efforts, the guide is available as two individual reports:

1. Social Media Strategy Best Practice Guide

The aim of this research is to identify best practice approaches, techniques, measurement considerations, challenges and opportunities for creating your social media strategy.

As social media platforms continue to evolve at a rapid rate we also cover some of the exciting developments taking place in social media.

2. Social Media Platforms Overview

We’ve updated our social media platforms overview guide in 2017 to account for the rapid developments occurring in this space. This report’s purpose is to provide a snapshot of the major social media platforms and the most pressing considerations for marketers looking to generate the most value from social media.

It provides a summary of the main features of these platforms, and outlines some of the options available to marketers when developing a paid, owned and earned strategic approach to social media marketing and communications.

From Snapchat Lenses and Geofilters and Facebook’s latest innovations to Live Video, Augmented Reality and Chatbots, our 2017 edition will ensure that you’re up to date with the latest platform trends.

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Throughout both reports, we bring you examples of how companies are using social media in different ways, as well as insights from companies interviewed specifically for these guides.


The methodology involved two main phases:

  • Phase 1: Desk research to identify relevant issues, examples and models.
  • Phase 2: A series of in-depth interviews (20 interviews in total) with a range of senior digital and non-digital marketers, communications leads and social media strategists. Interviewees for the research covered sectors as diverse as aerospace, retail, hospitality, public sector (including government), SaaS, FMCG, non-profit, agency, financial services and media.

Lead author

The lead author for our social media best practice guides is Michelle Goodall, an experienced consultant. She has more than 17 years’ B2C and B2B experience client and agency-side, providing digital transformation and social media strategy advice and support.

She has worked with a wide range of clients, including London2012, BBC, Direct Line Group, Multiple Sclerosis Society, Barclays Bank, Coca Cola, Unilever, US Embassy, and many others.

Michelle is a trainer and consultant for Econsultancy and can generally be found curating things that smart people write / make / do and getting to grips with Peach and other peripheral / transformative / game-changing technologies for her clients.


The author and Econsultancy wish to extend sincere thanks to the following respected professionals who have contributed to the report:

  • Richard Bagnall – CEO, PRIME Research UK & SVP PRIME Research Europe
  • Vikki Chowney – Director of Content & Publishing Strategies, H+K Strategies
  • Sarah Coggins – VP, PR and Social Media, Virgin Atlantic
  • Raluca Efford – Head of Digital and Social Media Marketing, Direct Line Group
  • Marisol Grandon – Head of Creative Content, The Department for International Development (DFID)
  • Katie McDermott – Marketing Director, Gourmet Burger Kitchen
  • Will McInnes – Chief Marketing Officer, Brandwatch
  • Kerry Taylor – Senior Vice President Director of Television, MTV Networks
  • Guy Stephens – Social Customer Care Consultant, IBM
  • Stephen Waddington – Partner and Chief Engagement Officer, Ketchum
  • Scott Wilkinson – Head of Brand, Acquisitions and Digital, Virgin Media Business
  • Tom Barker – Head of Digital, National Trust
  • Rachel Miller – CEO, IC Crowd
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