Why Read This
Nearly every marketer uses social media today, but too few use it well. Most marketers treat social as something special and unique, leading them either to separate it completely from the rest of their marketing efforts or to ask social to carry an entire marketing program on its own. But this "social exceptionalism" is more likely to yield failure than success. To unlock the value of social marketing, you'll need to effectively integrate social into your established marketing plan — and the marketing RaDaR model holds the key. This report of our social marketing playbook lays out Forrester's vision for how social tactics can supply reach and
relationships to your marketing plan.