Forrester

Why Read This Report

In today's digital and social age, your customers' perception of your brand is shaped by their total personal experience as well as the experiences of others. Social media amplifies these experiences as business technology (BT) customers readily and increasingly post comments and share feedback online. To make the most of social to shape those perceptions, you must complement your traditional, broadcast communications with interactive, collaborative approaches. As you invest in brand and awareness building in 2012, take stock of how your customers interact with you across the social universe over the course of their relationship with your company and how they communicate about their experiences. This report will provide you with guidelines on how to get the most bang out of your brand and awareness buck by incorporating valuable insight from your BT buyers' experiences.