October 15, 2008 (updated November 17, 2008)

Brand Matters To Socially Connected Consumers

Brand Content Trumps Peers In Influence

by Lisa Bradner

with Jaap Favier, Erik Hood

Executive Summary (This is a document excerpt)

Should brands develop social media content? And if so, when and for whom? Forrester's Consumer Technographics® research shows that loyal, socially connected consumers value content created by their favorite brands more than peer-generated content. This startling fact clearly demonstrates that brands with social currency have a unique opportunity to deepen relationships online. Marketing leaders should identify whether their brand has such currency, invest more in building strong connections between customers and the brand, and increase the use of social media in their marketing mix as a way to raise brand relevance, affinity, and loyalty for years to come.

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