Rachael Goulet: Proof in the Post: Unlocking Social ROI Across Campaigns, Creators & Colleagues

2025

Apr 23

At SocialDay's Social Media Marketing Festival 2025, we're putting the spotlight on the real impact social media teams are making on business growth. Rachael Goulet, Director of Social Media at Sprout Social, will be sharing her expertise in her session Proof in the Post: Unlocking Social ROI Across Campaigns, Creators & Colleagues. She’ll be diving into how social media pros can prove their worth — and secure their seat at the decision-making table.

About Rachael

A lifelong social marketer and natural builder, Rachael Goulet has spent her career leading social strategies that not only drive engagement but also tie directly to revenue and business growth.

From small scrappy teams to public companies, Rachael has seen it all — and navigated major milestones like brand acquisitions and IPOs while keeping her brands’ social presences thriving. As Director of Social Media at Sprout Social, she’s especially passionate about helping social teams prove their ROI, creating cultures where social is seen as essential, not experimental.

What to Expect from Proof in the Post: Unlocking Social ROI Across Campaigns, Creators & Colleagues

In this must-attend session, Rachael will unpack how to build a consistent, unified framework for measuring social ROI — no matter if you’re looking at organic posts, influencer partnerships, or employee advocacy efforts. She’ll show how to translate engagement metrics into real business outcomes like leads, conversions, customer loyalty, and brand equity.

You'll also learn how to position your social wins in ways that resonate with the C-suite — and if time allows, Rachael will give a sneak peek into some of the reporting tools that can make proving ROI easier than ever.

Key Areas of Focus

Building a unified ROI framework across different social channels and tactics
Translating engagement and community-building into tangible business outcomes
Communicating social success in a language executives understand
Using tools like Sprout’s Social ROI Scorecard to report effectively and drive buy-in

Key Takeaways

Attendees will leave with the knowledge to:

Practically measure and communicate social ROI with confidence
Connect social strategy to broader business and revenue goals
Report in ways that matter to both marketers and executives
Apply Sprout’s tried-and-true Social ROI Scorecard to get internal buy-in and elevate their social function

Rachael’s Perspective on Social Media Trends

What’s gotten Rachael excited lately? The shift in influence from brands to people. She’s been fascinated by how creators and employees are becoming the most trusted voices for brands — changing the landscape of storytelling and brand advocacy. Social pros are evolving into business leaders, and it’s opening up huge new opportunities.

A Social Media Moment That Mattered

One of Rachael’s proudest achievements? Developing the Social ROI Scorecard at Sprout. Originally created to prove the value of social internally, it’s now a tool used by Sprout customers around the world to connect their social efforts to business outcomes. It marked a true turning point for how social is valued within the company — and beyond.

What Rachael Hopes for the Future of Social

Looking ahead, Rachael wants to see more investment in social teams as business drivers. She dreams of a future where social marketers aren’t just seen as content creators but as core strategists influencing product decisions, customer journeys, and revenue outcomes.

It’s all about building teams that are ready to lead — with the roles, tools, and training to match.

Connect with Rachael

Want to keep up with Rachael’s work and insights? Connect with her here:

LinkedIn: Rachael Goulet

Rachael joins a lineup of leading industry professionals at SocialDay's Social Media Marketing Festival 2025, where top minds in social media marketing will share their insights and expertise.