Mixing Art and Science: How IBM Built a Data-Driven Social Content Strategy

Alyssa Rolfe, IBM

Imagine a world where social channels aren’t a dumping ground for content. What if we could show our business leaders, backed with data, that if used properly, these owned spaces actually provide an opportunity to create meaningful engagement with our audience?

IBM did just that by pairing social listening with performance data to reframe the conversation around the purpose of social and drove engagement to new heights. This session will go through how IBM built a data-driven social content strategy and share relevant action steps that you can apply to your own efforts.