Forrester

Why Read This Report

Interactive marketers' success in social media has attracted other departments' attention. But well-meaning nonmarketers sometimes commit risky blunders as they join the fray. To ensure that social media helps the brand and to prevent these embarrassing mistakes, interactive marketers must carry the torch and continue to lead — and not just by example. It's time for you to take the initiative in developing internal training programs to bring your colleagues into your company's social plans in a responsible way. This report shows interactive marketers best practices for the continuous improvement of their social marketing programs. It exposes the risks of social media's spread; describes casual, structured, and formal training approaches; and guides you to the approach that best matches your company's commitment to social media. This report updates "Social Media Training: A Mark Of Maturity" originally published on October 4, 2011.