Forrester

Why Read This Report

Successfully engaging with consumers on Twitter requires both the right overarching strategy and a series of small best practices. Interactive marketers must ensure that consumers can find their brands' accounts, confirm that they are legitimate, and easily identify who is tweeting. Marketers must also provide a mixture of promotional and non-promotional content and decide how often — and in what ways — they will directly engage with consumers. To extract the greatest value possible from Twitter, balance department-level control of different accounts with a broad view of how your various accounts work together to reach users.