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7 Interesting Real-Life Customer Journey Map Examples
Creating a customer journey map is vital for any business to optimize its sales and marketing processes.
According to Salesforce , “among high-performing teams, 88% say a customer journey strategy is critical to the success of their overall marketing.”
An effective customer journey map will include each customer touchpoint a shopper interacts with on the way to making a purchase.
If you’re looking to create this document from scratch or looking for ways to improve your map, below are some customer journey map examples from highly successful companies.
Customer Journey Map Examples
When doing customer journey mapping, you should think deeply about your business and the customer experience. On that note, let’s dive into some real-life customer journey mapping and walk you through what makes customer journey maps so valuable.
Consumer SaaS Customer Journey Map Examples
Customer journey maps are essential to B2C companies in the SaaS space. It can be expensive to acquire a new customer and each month that you’re able to keep a subscription active deepens your ROI and ROAS.
Understanding each customer interaction, pain points and customer needs is vital for maximizing value throughout the customer lifecycle - and a user journey map will help identify these areas.
Spotify is one of the world’s most popular audio streaming services. When Spotify wanted to improve the music-sharing experience for its customers, it hired a marketing firm to create a customer journey map .
The goal of this user journey map was to determine where music sharing features the best fit into the customer experience .
In this example, we see the user experience mapped out from the moment the user first opens Spotify on a mobile device, all the way through to whether they like a song that a friend has shared.
Also Read: Effective Customer Journey Design
Throughout each stage and every touchpoint, the brand lists what a customer is engaging with, doing, thinking, and feeling (something that's commonly done with an empathy map ). The agency used data research and customer surveys to better understand how users felt at each touchpoint in the customer journey to collect this information.
Based on the customer journey map, Spotify was able to identify pain points for users and address those pain points so that the music sharing experience is smooth and seamless, encouraging more users to share music -- and to do it more often. \
This journey map is excellent because it identifies key areas of customer engagement, takes into account customer behavior , and has the goal of making the customer experience as enjoyable as possible.
The end result is significantly higher customer satisfaction, which can have several key benefits, including a smoother buyer journey, greater customer loyalty, and in many cases, existing customers becoming brand advocates.
2. TurboTax
Turbo Tax is a leading online software package for preparing taxes. When the TurboTax team was ready to launch a new product called Personal Pro, they created a customer journey map to better understand the overall customer experience with this new product.
The team used a mix of data research, customer surveys, and key conversations with tax professionals to understand how the product fits into the lives of those using it.
TurboTax’s customer journey analytics exercise starts when someone enters the website and is in the consideration phase through to the completion of the tax filing.
This customer journey map is great because it allows the team to see each customer pain point experienced and, therefore, address these pain points to make the customer experience smoother and more satisfactory.
Ecommerce Customer Journey Map Examples
The Ecommerce space is highly competitive in almost every niche these days. To maximize profit margins while keeping pricing competitive, it’s important to convert as many shoppers that visit your site as possible.
Also Read: Customer Journey Template
In addition to converting first-time customers at high rates, it’s important to have up-sell and cross-sell touchpoints in your customer journey as well. This increases the lifetime value of your customers and drives up the ROI against your acquisition costs.
Customer journey mapping is a vital exercise that can help E-commerce businesses skyrocket conversion rates from all online shoppers and achieve higher customer success.
1. Columbia Road
E-commerce agency, Columbia Road, created this map template for a fictitious online grocery shop . Here the agency demonstrates the core activities, goals, touchpoints, and experiences that a customer will go through during the decision-making process to place an order.
In this customer journey mapping exercise, the Columbia Road team went one step further than others by also including Key Performance Indicators (KPIs) and which department is responsible for ensuring a customer has the best experience possible at each stage within the user journey.
Including KPIs is important because it lets you know if your customer journey map template is effective or if it needs to be adjusted to better serve your shoppers.
Amazon is one of the largest E-commerce shops in the world, with its own technology and custom systems in place for moving a customer through the sales journey. Its customer journey map is one of the most complex around and would take most people days to read through and understand each customer journey stage.
The good news is that the map can be broken down into several more digestible parts for analysis.
Here we can see Amazon’s customer conversion funnel and how the customer journey is enabled by its own products that push users through the sales funnel to maximize customer engagement.
Most interesting here is how Amazon includes its success metrics for each stage of the customer journey. These are the same success metrics that just about every E-commerce shop should be monitoring:
- Impressions
- Add to list
- Add to cart
- Purchase assists
- Conversion rate
- Subscriptions
- Repeat purchase rates
When conducting your customer journey mapping exercise, be sure to include these key metrics to monitor your success and gain deeper insight into the overall customer experience.
3. A More Common Scenario
If looking at the Amazon customer journey map feels overwhelming to you know that you’re not alone. Most E-commerce businesses will have a much less complicated customer journey to map out.
Here's a customer journey map template for the checkout process for online shops.
For instance, you see the most important stages of the checkout process, including the technology involved, common customer frustrations, and space to include solutions to make the process smoother.
For example, if a customer finds creating an account to be a barrier to checkout in the very first step - then offering a guest checkout option would be one solution for improving the customer experience.
Start your E-commerce customer journey mapping exercise using the above customer journey mapping template as an outline and then customize it for your own needs.
(If this isn't a good fit for your company, check out these other customer journey templates .)
B2B Customer Journey Map Examples (SaaS)
In the B2B customer journey , the sales cycle can vary significantly based on price point and the buy-in from stakeholders needed to make a business purchase.
When it comes to a B2B SaaS purchase for something reasonably inexpensive like Hootsuite’s social media management platform or the MailChimp email marketing platform, most of the customer journey will happen digitally with minimal to no involvement from a sales representative.
In this case, customer journey maps might be made using a simple Excel spreadsheet.
Because there are few high barriers to conversion, the customer sales journey can happen quickly and easily as long as the right digital touchpoints are in place.
The journey map example above shows that touchpoints can all be online assets from social media for awareness, to blog posts for research, to case studies or webinars for consideration. Finally, there might be a personal touchpoint at the very end if someone has a question right before or after purchasing.
If your customers go from Awareness to Purchase (or even Free Trial purchase) quickly, a simple user journey mapping might work for you.
If a B2B SaaS company has a longer sales cycle with a more highly considered product or service, the customer journey map should be more complex and done differently.
Below is an example from HubSpot. The first part of their customer journey map includes the various stages of the journey throughout each customer touchpoint:
Because this is an example of a journey with a longer sales cycle, it also breaks down the stages into substages to dig further into the mindset of a potential customer.
Under the Awareness Stage would be the Stranger. Under the Consideration Stage would be the Subscriber/Lead and MQL (Marketing Qualified Lead). And under the Decision Stage would be the Opportunity and the Deal Closed/Handoff.
As a customer moves from, say, Subscriber to MQL in the Consideration Stage, they will experience different emotions and require different touchpoints to move through the sales funnel.
For example, a blog subscriber or newsletter subscriber might not even be able to afford your product or service, so it wouldn’t make sense to assign them a sales rep and waste that rep’s time.
However, once a subscriber becomes an MQL, and you know they fit your customer profile you can start treating this person as a real potential customer by dedicating more time and resources.
This also makes for a more relevant experience from your customer’s perspective. No one likes to be hassled to buy a product they can't afford.
In the overall customer journey, the subscriber and the MQL are both still in the Consideration Stage but they should be treated in a different way which is why it’s important to break the journey down into smaller stages if you have a longer sales cycle.
What Makes a Good Customer Journey Map
Above we walked through several interesting examples of customer journey maps and discussed the pros and cons. Now, as you get ready to create your own map, let’s talk about key elements to keep in mind for best practices.
1. It Should Be Based on Market Research Plus Real Customer Data
According to a study from Ascend2 in partnership with Ansira, enterprise marketers are using customer feedback surveys (53%) and customer journey marketing research (47%) to build journey maps.
This is a great combination because it includes work based on theory as well as the real-world experiences of shoppers. And having this mix is critical for constructing effective journey maps and ultimately optimizing the customer experience.
Why is this combination key?
Customers don’t always know what they want or what they would prefer if they have never experienced a new product or feature before.
Therefore, it’s up to the business to continuously innovate and present ideas to shoppers. These new products and features should be workshopped based on a customer persona and user research.
Then, once the product or new feature is created, to make it as beneficial to the user as possible, feedback should be collected so improvements can be made.
Because customer journey maps need to take into account the thoughts and actions of users, compiling a document that includes a combination of market research and customer feedback surveys is the best way to get the data you need to make an effective journey map for your ideal buyer persona.
2. It Expands Beyond Your Marketing Funnel
A common pitfall for many companies when customer journey mapping is making a storyboard of the marketing funnel or marketing plan.
The marketing funnel is a good basis for creating a skeleton of the marketing portion of experience maps, but the user journey map should go well beyond marketing.
What does this mean?
The marketing funnel can be broken down into customer journey stages , just like your customer’s journey. It starts with awareness with your target audience and ends with a purchase from your ideal customer persona in the most basic sense (we often like to take this beyond purchase to gaining a loyal customer and getting a repeat purchase).
This means in the awareness stage of your marketing funnel you may talk about social media, Google Ads, and other forms of awareness building.
Then in the interest section, you may discuss email marketing, webinars, and other forms of content that increase interest. And in the consideration phase, you may talk about the UX design of your website, sales demonstrations, customer service, and so on.
A good marketing funnel will detail basic activities that should be carried out at each stage of the funnel for your user persona.
The Customer journey maps goes well beyond these basic activities and also lists out what a customer is thinking, feeling, and doing at each stage of the marketing funnel.
Think of it as a marketing funnel on steroids! It’s a much stronger and more powerful document than just your basic marketing funnel or marketing plan.
Additionally, any customer experience mapping needs to go beyond the marketing funnel. It should include the entire user experience with the product or service, each step in the sales cycle, and the touchpoints a person may routinely have with customer service.
3. It Includes KPIs
Good customer journey maps will include the various stages of the sales and marketing cycle as well as the thoughts, feelings, and actions of the user at each stage. Great customer journey maps will include KPIs for each stage.
Including KPIs is important so that the map can be evaluated by each customer touch point and adjusted when necessary.
Also, note that a customer journey map isn’t a document that is set in stone. It should be updated when new information is learned about:
- Customer behavior
- Customer needs
- Customer goals
- Customer expectations
- Customer satisfaction
- Customer support
- Customer service
It should also be evaluated and adjusted if overall sales and marketing goals are not being met.
Because the world is always evolving, so is the entire customer journey.
Whether you’re using a basic platform like Google Analytics or something more advanced like Woopra that’s specifically designed with the customer journey in mind, it should be capable of tracking all essential KPIs.
Get Started Creating Your Customer Journey Map
There's no better time to start laying the foundation for your customer journey mapping process than today.
By creating a visual representation of the buying process, you’ll gain valuable insight into the customer experience and reasons why customers do and don’t buy from you.
Once you’ve identified customer pain points you can make improvements at the necessary customer journey touchpoints, as well as optimize your customer service blueprint to position your business for sales success.
Remember, the whole goal is to put yourself in your customer’s shoes to create the best possible shopping experience for customer retention!
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What is a customer journey map and how to make your own [examples included]
Written by by Kiran Shahid
Published on November 2, 2023
Reading time 12 minutes
Do you know what your customers see and do before they purchase from you?
They see your ads, interact with you on social media and explore your website before they buy. All these interactions—from the first ad impression to every “Please help” DM customers send—define your customer journey. To keep up with it all and better inform your social media marketing strategy , create a customer journey map as a blueprint to help you understand your customers at each stage.
Let’s explore what customer journey mapping is and how it helps your brand.
Social Customer Care by Sprout Social
What is customer journey mapping?
A customer journey map is a visual representation of each point of interaction your customers have with your company. You can style the map like a flowchart, timeline, table or even on sticky notes.
Creating the map is a great internal exercise. Along the way, you might find pain points or touchpoints you didn’t know existed. A basic customer journey map includes the buying stages (and support touchpoints) a customer goes through.
More detailed maps include:
- actions your customers take
- good and bad emotions your customers experienced
- departments involved in customer touchpoints
- content types you serve your customers
- solutions to pain points
What is a customer touchpoint?
A touchpoint on the customer journey map is the point of interaction a customer has with your brand. It doesn’t need to be a two-way interaction. Seeing a social media ad, getting a branded newsletter and asking a friend for a product recommendation are all touchpoints.
Customers may experience emotions and actions at touchpoints. When someone asks for product recommendations, people might mention your brand. You might not serve that recommendation to them directly but someone still introduces you to a potential customer.
What are the benefits of customer journey mapping?
A customer journey map puts the customer first by giving you a deeper understanding of how your customers interact with your brand. This enable you to make better decisions and improve customer experiences.
When coupled with social media market research , they help brands:
- Provide an overview of the resources your customers use . This helps determine the ROI of customer-centric engagement and service. For example, if blogs are your highest traffic sources, investing more in those channels makes sense.
- Identify content gaps . Pain points without solutions are an excellent source for content ideation and development . If customers need help with a specific product issue, for example, but find limited guidance, create in-depth video tutorials to address this pain point.
- Identify inefficiencies . Maybe some processes are repetitive, or some solutions cause more friction. If your customers have trouble checking out due to a complicated form, for example, simplify it to reduce cart abandonment rates.
- Generate marketing campaign ideas . A clear understanding of customer motivations and journey stages creates targeted campaigns. You can provide them with relevant content and incentives to move them closer to a purchase.
- Guide multiple departments. Streamline content creation, social customer care strategy and messaging optimization across every touchpoint. Departments use the customer journey map as a central reference to ensure a consistent and customer-focused approach.
- Enhance customer communication . Customer journey maps reveal critical touchpoints, like social media interactions, for timely and meaningful engagement. In fact, The Sprout Social Index™ shows 51% of customers believe the most memorable brands on social respond to customers.
Every business and industry has its unique customer journey maps, but the fundamentals remain the same.
Recently, our social team talked about using social media for the customer journey in the auto industry. Watch the video below to hear their discussion on touchpoints, customer experience and how legacy brands are going beyond traditional tactics like targeted ads to tell their story.
It’s a great example of how industry-specific customer journey follows the fundamentals but also has touchpoints specific to them.
What’s included in a customer journey map?
A customer journey map is like a detailed travel itinerary for your customer’s experience with your brand. It includes elements like:
1. The buying process
The buying process is the step-by-step path a customer follows to make a purchase decision. It tells you where customers drop off or face obstacles during making purchases.
Use prospecting tools, content management systems (CMS) and behavior analytics tools to gather data. Facebook Shops, Instagram Shopping and TikTok Shop data also provide valuable insights into how customers find products and engage with content via social commerce .
Pro tip : Categorize the journey into stages like awareness, consideration and decision to map these steps horizontally on the customer journey map.
Don’t forget to integrate feedback mechanisms, such as customer surveys or user testing. These offer qualitative insights into the buying process. Understanding the “why” behind customer behavior can be as important as knowing the “what.”
2. Emotions
Emotions show how customers feel at different touchpoints in their interaction with your brand. Emotions heavily influence purchase decisions and brand loyalty which is exactly why it’s so important to include them.
Think about it: When someone has a great experience with your brand and feels happy, they’re more likely to buy from you again. On the flip side, if they feel frustrated or unhappy, they’ll knock on your competitor’s door.
Use surveys or feedback forms to ask customers how they felt during their experience. You might have come across these smileys during your own shopping experience:
These scales are a convenient way to gauge how your customers feel at any point.
Pay attention to what they say on social media and in reviews. You can tell if they’re happy or upset by their tone.
Tools like Sprout Social use AI-driven sentiment analysis to dig into social listening data to give you insights on what people think about your brand.
These insights are handy when creating emotional marketing campaigns . When you know how customers feel, take actionable steps to solve any negative experiences and encourage positive ones.
3. User actions
User actions are the steps customers take when they interact with your brand. They include steps like visiting your website, clicking on a product, adding items to their cart or signing up for your newsletter.
Actions highlight what people do at each stage. Each of these actions tells you something about what customers are interested in and how close they are to making a purchase.
Analytics tools for your website or app are your best bet for such data. These tools show you which pages customers visit, what they click on and where they drop off.
Once you have this information, tailor your marketing efforts and content to align with the actions customers take at each stage.
4. User research
User research examines what customers search for or where they turn for information during the buying process. This part of the customer journey map helps you understand how customers gather information.
For example, in the awareness stage, buyers often rely on search engines like Google to research solutions to their problems. But it’s not just about where they go—it’s about what they’re looking for. Knowing their specific research topics allows you to address their pain points.
What’s the trick? Keep an eye on what customers search for online. Tracking keywords and phrases they use on search engines, as well as social media market research are good places to start.
Also, monitor discussions and conversations to get a deeper understanding of the questions, concerns and topics that are top-of-mind for your potential customers.
The key is to use this information to provide potential customers with what they need at each stage. Targeted content delivery positions your brand as a valuable source of information.
5. Solutions
This section outlines the actions and strategies your brand implements to address customer pain points and improve their overall experience.
It documents the specific solutions or improvements applied at each stage of the customer journey. These include steps like changes to website design that resolve issues and improve the customer experience.
It visualizes how your brand responds to customer needs and challenges at different touchpoints. Besides that, it’s a good reference to ensure your team implements the solutions and refines them to increase customer satisfaction.
What are the 7 steps to map the customer journey?
A strategic approach to building a map ensures you capture every touchpoint, anticipate customer desires and address potential pain points. Here are seven steps to build a journey map unique to your customers and business needs.
1. Set your goals
What do you want to get out of this process? And why does it matter to your business? Knowing your goals sets the stage for how you assemble your map.
Some examples of goals include:
- Identify the top three customer pain points. Use these pain points to create content.
- Understand customer interests and motivations to develop better products and services.
- Total the cost of customer interactions to set a better social media budget .
2. Decide on a customer journey map type
There are several different customer journey maps and each one has its advantages. When you decide which map to work with, you know which details to focus on.
These are four of the most common types of customer journey maps: current state, future state, day in the life and service blueprint. We’ll go further into detail on each one later on.
Understanding your goals and where your brand stands in its evolution will guide you in selecting the appropriate map type.
3. Create and define your customer personas
Which customers will you focus on? It’s difficult to map a customer journey if you don’t have a customer in mind. Customer personas are fictional characters that represent each of your target customer groups. They’re detailed with everything from demographics to interests to buying behavior.
If you’ve already created social media personas to understand your audience, you’re more than halfway there. But if you haven’t, then our buyer persona template or Xtensio’s will be useful. To really get to know someone’s purchase decisions and shopping processes, interview existing customers.
Pro tip: If you have distinctively different personas—such as, if you serve both a B2C and B2B market—set up different customer journey maps.
4. Break it down: touchpoints and stages
The customer journey map is divided into stages that usually fit within the funnel illustrated above. List out the stages to begin. Next, list out the main customer touchpoints that exist for your company. When you’re done with both lists, place the touchpoints into the different stages.
To get even more detailed, assign department owners to each touchpoint. You can identify where certain social media channels fit into the mix. And, you can assign predicted customer sentiment or emotions to different stages of the journey. It’s up to you how detailed you want the map to be.
5. Gather data and customer feedback
You need rock-solid data on how customers interact with your brand to create an accurate customer journey map. Focus on these three aspects:
Analyze existing data
Jump into the data you already have—more specifically website performance, chats with customer support and sales records. This information can tell you loads about how customers act, what they like and what frustrates them.
This quantitative data offers a foundational perspective on how customers interact with your brand, helping you identify both strengths and areas of improvement.
Conduct customer interviews
Get personal with one-on-one chats with customers. Ask them about their experiences, what bugs them and what they expect when they deal with your brand. These talks reveal qualitative insights that numbers can’t, like understanding the emotional and psychological aspects of the customer journey.
Create surveys and questionnaires
Turn to surveys and questionnaires for a more structured and broader approach to gathering feedback. Send them out to a bunch of customers and get structured feedback. Ask questions about their journey with your brand, how happy they are and where they think things could get better.
A combination of these three aspects gives you a 360-degree view of what your customers really experience with your brand.
6. Test and identify pain points
To confirm your customer touchpoints, you probably checked in on various departments and spoke to customers. This is great work but you need to take another step further: test it yourself. Go through the customer journey from the viewpoint of the customer.
While you’re testing the journey, keep an eye out for challenges, confusion or any frustrating moments. For example, if the website takes forever to load, if instructions aren’t clear or if reaching customer support is a headache, make detailed notes of these issues.
It’s also a smart move to collect feedback from both colleagues and customers who’ve gone through the journey. This way, you double-check and confirm your findings for a more complete picture.
A hands-on approach ensures your customer journey map reflects the real-world experience and equips you to take targeted actions to improve the overall customer journey.
7. Make changes and find solutions
So your map is complete. What’s next? You need to find or create solutions to the pain points you identified in the previous step.
Now’s the time to check in on the goals you established in step one and make the moves to smooth out the journey. Give yourself time and space to implement some of the solutions, whether a quarter or six months, and check back on the map to update it.
As you put these changes into action, make sure to watch your customer journey map closely. Don’t forget to keep it up to date to show the improvements and how they affect the customer experience. This keeps your customer journey map fresh and super useful for steering your brand toward delivering an exceptional customer experience.
4 types of customer journey maps and examples
Let’s take a look at the four most common customer journey maps and examples of each.
1. Current state
Current state customer journey maps are like an audit. You document how your customers experience their buying and service paths in your company’s current state. These are especially helpful to establish a baseline for your customer service experience.
Take a look at this simplified current state customer journey map from Nielsen-Norman.
The map follows the journey of “Jumping Jamie” as they navigate the process of switching to a different mobile plan. The map defines the current journey into four stages. Apart from the journey, it also highlights opportunities and metrics to track.
Current state maps are fantastic for sharing user frustrations with all departments. This helps you get everyone on board with investing in solutions and brainstorming ways to address user pain points.
2. Future state
Future state customer journey maps follow the same format as current state maps except they represent the ideal journey. You can use them alongside your current state maps to identify painpoints and areas to improve.
Here’s an example of a future state journey map:
Why does this visual work? It covers different states, feelings and even touchpoints in a cohesive format.
The map visualizes the best-case scenario to create a north star vision for your brand. It aligns your efforts toward achieving the ideal customer journey.
3. Day-in-the-life
Day-in-the-life customer journey maps outline one of your persona’s schedules as they go about their day. The interactions may or may not involve your company. Creating one of these maps helps you identify the best times and areas to interact with your customer.
Here’s a “day-in-the-life” visual from Pipedrive.
The map doesn’t just highlight when the persona does something, but it also highlights different touchpoints and the different people they interact with throughout the day. And, notice those thumbs ups and downs? Those highlight how the child feels during different activities too.
4. Service blueprint
A service blueprint customer journey map focuses solely on when you provide customer service. It ignores components like ads that might exist in other maps.
Miro, a collaborative online whiteboard for teams, created the above map with a bank in mind. You’ll notice how this map is only about a customer’s visit to the bank. This type of map helps brands look at individual service areas and interactions. It’s a macro version of the current and future state maps.
Get started with customer journey map templates
Creating a customer journey map doesn’t have to be overwhelming. There are plenty of free and paid templates out there to help you create one. If you think you’ll need more guidance or many maps, some companies offer special software to design a custom map. Build your first journey map or improve your existing one with these options.
- Current state template , provided by Bright Vessel.
- Customer journey map template by Moqups, a design and collaboration tool.
- Service blueprint template by Miro
- Customer journey map template by Mural, a planning tool.
- UXPressia’s customer journey map online tool , made specifically to create presentation-ready customer journey maps.
Create a strong foundation with a well-integrated customer journey map
A customer journey map gives you the recipe for crafting personalized, impactful interactions that build customer satisfaction and loyalty.
When you know what they are and why they’re important, it’s time to make yours. Use data to create a solid customer journey map that exceeds customer expectations at every touchpoint.
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