An Instagram Reel discussing the value of Sprout's Employee Advocacy tool.

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Thanks to diligent UTM tagging within Sprout, we can venezuela b2b leads connect social and employee advocacy efforts directly to revenue using our integration with Salesforce. Multi-touch attribution allows us to track the impact of social media, influencer marketing and employee advocacy on leads throughout the sales funnel, so we get a true measure of pipeline impact.

The Link Tracking Parameters settings in Sprout Social, which automatically appends parameters to your links in the posts you share in Sprout.
The final piece in our data feedback loop is Sprout’s Tableau BI Connector. This integration allows us to further analyze Sprout data, uncovering richer network and audience insights in a custom dashboard that strengthens the narrative around our strategy’s impact.

How we communicate social’s value to our leadership team
Data storytelling is both an art and a science. The science is about collecting, analyzing and visualizing accurate data. The art? Weaving a narrative that shows what it all means and how it drives business impact.

At Sprout, we’ve found a rhythm that works for us: a monthly social performance executive summary. It combines key metrics tied to business value with competitive context, so leadership sees how we’re stacking up against the competition.

“A lot of people don’t know what they can ask for when it comes to social data,” says Jepson. “Once I started packaging insights and sharing them proactively, more teammates started coming to me with their own requests for data pulls. It got the social team’s foot in their door.”

This scalable formula helps us consistently share insights and keep leadership in the loop. We got here by thinking of our executive team as an audience—treating each leader like a consumer when we deliver data.