Social Media

Also referred to as Web 2.0, this term describes the convergence between human interaction and Internet-based groundswell technologies such as mobile and video (e.g., Facebook, Twitter, and YouTube, etc.). Research coverage includes user-generated content and rich Internet applications.

Refine your results

Date Range






334 results in Reports

  • Social Media
  • Marketing Leadership
  • For Marketing Leadership Professionals

    Report:How Do Teens Use Social Media?

    North American Consumer Technographics®

    In 2014, it would be difficult to find a US teen that doesn't use social media on a regular basis. The majority of young consumers ages 12 to 17 connect with their friends on social networks every...

    • Downloads: 13
  • For Marketing Leadership Professionals

    Report:The Social Technographics® Intensity Matrix Drives Tactical Success

    How To Target Your Audience's Favorite Social Behaviors And Sites

    In 2013, Forrester introduced two new data models — the Social Technographics® Score and the Social Technographics Intensity Matrix — to help you better understand your audiences'...

    • Downloads: 307
  • For Marketing Leadership Professionals

    Report:Forrester Research Social Media Forecast, 2014 To 2019 (Western Europe)

    ForecastView Spreadsheet

    Total social media advertising spending within the 17 Western European countries covered in this forecast is expected to reach €4.3 billion by 2019, up from €2.6 billion in 2014, growing at...

    • For Marketing Leadership Professionals

      Report:The Four Social Programs Every Marketer Should Study

      Best Practices: The Social Marketing Playbook

      In April 2014, Forrester announced the winners of the eighth annual Forrester Groundswell Awards. The awards recognize the very best in social marketing — focusing on programs that go beyond...

      • Downloads: 146
    • For Marketing Leadership Professionals

      Report:CMOs Must Build An Affinity Channels Strategy To Reach New Audiences

      How To Navigate Fragmenting Media Audiences Across Niche, Focused Digital Media Networks

      Young demographic audiences, often described as Millennials or Gen Zers, are fragmenting across a new landscape of affinity-focused media channels built on YouTube including StyleHaul, Machinima,...

      • Downloads: 203
    • For Marketing Leadership Professionals

      Report:Benchmark Your North American Social Marketing Efforts

      Benchmarks: The Social Marketing Playbook

      North American marketers have fully embraced social tactics to help them meet their reach, depth, and relationship objectives, using an average of 7.5 social tactics each. In this report, we show you...

      • Downloads: 259
    • For Marketing Leadership Professionals

      Report:Mobile Is The Real Driver For US Social Media Growth

      ForecastView Document

      We recently published the Forrester Research Social Media Forecast, 2014 To 2019 (US). This report discusses how the mobile channel (which includes smartphones and tablets) will be a catalyst for the...

      • Downloads: 22
    • For Marketing Leadership Professionals

      Report:Interactive Channels To Watch In 2014

      This report is the latest installment in an annual series on how marketing leaders leverage interactive channels. Email marketing and display advertising still top marketer's lists, but mobile and...

      • Downloads: 292
    • For Marketing Leadership Professionals

      Report:Forrester Research Social Media Forecast, 2014 To 2019 (Asia Pacific)

      ForecastView Spreadsheet

      Total social media advertising spending within the five Asia Pacific (APAC) countries covered in this forecast -- Australia, China, India, Japan, and South Korea -- is expected to reach...

      • Downloads: 1
    • For Marketing Leadership Professionals

      Report:Forrester Research Social Media Forecast, 2014 To 2019 (US)

      ForecastView Spreadsheet

      Social media advertising spending in the US is expected to reach $16.2 billion by 2019, up from $7.3 billion in 2014, growing at a five-year compounded annual growth rate (CAGR) of 17.4%. This...

      • Downloads: 10
    • For Marketing Leadership Professionals

      Report:The Case For Google Plus

      Three Reasons Every Marketer Should Use It

      It's clear that Google Plus can't match Facebook for audience size, so it's no surprise that brands are much more active on Facebook and have collected much larger fan bases there. But Google Plus...

      • Downloads: 261
    • For Marketing Leadership Professionals

      Report:Lessons From The 2013 Forrester Groundswell Awards

      Outstanding marketers at both B2C and B2B companies took a variety of approaches in Forrester's 2013 Groundswell Awards, and each of them demonstrated strong and measurable business results. Use this...

      • Downloads: 114
    • For Marketing Leadership Professionals

      Report:Data Defines The Future Of Social Relationship Platforms

      How And Why Emerging SRPs Are Overtaking Established Vendors

      More marketers use branded Facebook pages and Twitter accounts than use any other social tactic, but barely one-half say they're satisfied.Many don't know what content to post, or when; others don't...

      • Downloads: 305
    • For Marketing Leadership Professionals

      Report:Revealing The Social Technographics® Scores Of Global Consumers

      Global Consumer Technographics

      Social media is now embedded in the Internet experience for consumers around the globe. This means that marketers now face the question of how to use social media, rather than whether they should...

      • Downloads: 64
    • For Marketing Leadership Professionals

      Report:Benchmark B2B Social Marketing Efforts

      Business-to-business (B2B) marketers have fully embraced social tactics to help them meet their reach, depth, and relationship objectives. What they don't know is whether their adoption of social...

      • Downloads: 379
    • For Marketing Leadership Professionals

      Report:Win The Social Marketing Measurement Game

      Performance Management: The Social Marketing Playbook

      Measuring social marketing is hard. But too often, the solutions that marketers use — such as focusing only on engagement, cherry-picking only the best-looking numbers, or relying on vendors'...

      • Downloads: 747
    • For Marketing Leadership Professionals

      Report:The Forrester Wave™: Social Advertising Platforms, Q4 2013

      The Seven Providers That Matter Most And How They Stack Up

      To help marketers navigate the rapidly growing and maturing category of platforms for advertising on public social networks such as Facebook and Twitter, Forrester identified and conducted a...

      • Downloads: 601
    • For Marketing Leadership Professionals

      Report:Get Approval To Fund Your Social Marketing Initiative

      Business Case: The Social Marketing Playbook

      Despite widespread adoption and organizational acceptance of social media, marketers still struggle with how to build a business case to secure resources for social marketing. This report of the...

      • Downloads: 5657
    • For Marketing Leadership Professionals

      Report:Balance Trust With Targeting In Social Reach Marketing

      A Reach-Focused Road Map For The Social Marketing Playbook

      Reach marketing helps potential customers discover your brand and offerings and, in social as in other channels, requires a mix of tactics that's not the same as at other stages of the customer life...

      • Downloads: 265
    • For Marketing Leadership Professionals

      Report:Master The Next Wave Of Social

      Executive Overview: The Social Marketing Playbook

      For the marketing leader, social media offers both a huge opportunity and daunting challenge. You know you can reach and engage your customers on social channels, but the environment is foreign...

      • Downloads: 1783
    • For Marketing Leadership Professionals

      Report:Benchmarking Social Marketing Efforts In China

      Marketing leadership professionals work hard to win hypersocial Chinese consumers, but most don't know whether their social marketing efforts in China are keeping pace with those of their peers at...

      • Downloads: 158
    • For Marketing Leadership Professionals

      Report:The Facebook Factor: US Online Youth

      Quantifying The Impact Of Social Networking Sites On Brand Interactions For US Online Youth

      It's been more than a year since Forrester published its original report on the "Facebook factor," which quantified the impact of a Facebook fan on brand interactions for US online adults, and social...

      • Downloads: 299
    • For Marketing Leadership Professionals

      Report:The Four Social Marketing Tools You Need

      Tools And Technology: The Social Marketing Playbook

      Marketers spend billions of dollars on social media every year, and they're increasingly turning to technology vendors to support their social programs. But for many marketers, the social technology...

      • Downloads: 1679
    • For Marketing Leadership Professionals

      Report:Integrate Social Into Your Marketing RaDaR

      Vision: The Social Marketing Playbook

      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...

      • Downloads: 1844
    • For Marketing Leadership Professionals

      Report:Social Media Measurement In China

      Marketers are increasingly funding social media programs in China, hoping for phenomenal returns. But most are still beginners at social measurement — focusing on simplistic metrics such as...

      • Downloads: 194