Social Media Case Study: ExtraHop

Overview:

ExtraHop is a leading provider of cloud-native network detection and response solutions (commonly referred to as #NDR). Their platform helps organizations to identify and respond to security threats in real-time, while also optimizing network performance. ExtraHop has a strong presence on social media platforms, including LinkedIn, Twitter, and YouTube. In this case study, we will explore ExtraHop's social media strategy and how it has helped them to establish themselves as a thought leader in the cybersecurity industry.

Goals:

ExtraHop's social media strategy is designed to achieve the following goals:

• Increase brand awareness

• Establish themselves as a thought leader in the cybersecurity industry

• Drive traffic to their website

• Provide valuable and informative content to their followers

• Encourage engagement and build a community of followers

• Attract potential buyers to the website

Strategy:

ExtraHop's social media strategy is centered around providing valuable and informative content to their followers. Social media content includes a mix of original content, such as blog posts, whitepapers, videos, infographics, content carousels, webinars, and live-streaming shows, as well as curated content from other sources. They also engage with their followers by responding to comments and questions, and by sharing their followers' content.

ExtraHop's social media strategy also includes paid advertising on LinkedIn, Twitter, Meta, YouTube & Google. Targeted advertising is typically aimed to reach at buyer personas in information technology (#IT) and cybersecurity professionals who are interested in network detection and response solutions.

Results:

ExtraHop's social media strategy has been successful in achieving their goals. Here are some key metrics that demonstrate their success:

• LinkedIn: Over 28,000 followers

• Twitter: Over 11,000 followers with a verified account

• YouTube: Approximately 2,000 subscribers and an average view time of over 3 minutes

ExtraHop's social media strategy has also helped to increase traffic to their website. They have seen a significant increase in referral traffic from social media, with LinkedIn being the top source of referral traffic.

Conclusion:

ExtraHop's social media strategy is a great example of how businesses can use social media to establish themselves as thought leaders in their industry, provide valuable content to their followers, and drive traffic to their website. By providing informative content and engaging with their followers, they have built a strong community of IT and security professionals who are eager to learn more about network detection and response solutions.