Noressa Kennedy Hinkler

8:00 a.m.–8:45 a.m. PT — Wednesday, February 25, 2026

Panel: What Does Impact Actually Look Like? Defining ROI Frameworks for Social Media

In a world where likes and impressions are easy to count—but hard to justify—how do today’s leading social teams define real impact? This panel brings together senior social media leaders from Northpoint Recovery, Hawke & Co., and Talkdesk to unpack what ROI actually looks like in modern social media strategies. From distinguishing vanity metrics from meaningful performance to aligning social outcomes with broader business goals, this session offers a practical, honest look at how impact is measured, communicated, and valued at the executive level.

Designed for senior-level marketers, this discussion will explore how to build ROI frameworks that balance short-term wins with long-term brand growth, integrate qualitative storytelling with hard data, and clearly connect social performance to revenue, retention, and even career advancement. Attendees will walk away with actionable frameworks for proving the business value of social media—internally and externally—at every stage of the funnel.

Key Takeaways:

• Differentiate vanity metrics from indicators of true business impact
• Build ROI frameworks that align social goals with awareness, engagement, and conversion outcomes
• Translate social media performance into language that resonates with executives and stakeholders
• Integrate qualitative storytelling with quantitative data to show holistic impact
• Leverage experimentation and testing to optimize performance while maintaining cultural relevance
• Connect measurable social ROI to long-term career growth and internal influence