Case Study: The Rockefeller Foundation achieves greater influence and expanded campaign reach with Hootsuite

How the Rockefeller Foundation built employee advocacy with Hootsuite

The Rockefeller Foundation, a century-old global philanthropic organization, needed to do more than broaden its reach — it had to influence the people and institutions with the power to drive change. Facing the challenge of turning awareness into action for initiatives like the 100 Resilient Cities campaign, the foundation sought ways to engage policymakers, partners, and the public beyond its immediate network.

Using Hootsuite, the digital team identified and trained internal social champions, created listening streams and influencer lists, and pursued one‑to‑one outreach to key external voices. The approach converted high-profile supporters into brand champions (an Elton John post reached 190,000 people and gained 500 organic likes), boosted employee thought‑leadership, and drove campaign impact (#resilientcities saw 3,000 mentions, a 10–20% share of voice, and 7,000 tracked Twitter referrals), shifting success measures from mere impressions to real influence.

Rockefeller Foundation

Jay Geneske

Director of Digital, The Rockefeller Foundation