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	July 18, 2008 (updated July 28, 2008) Best And Worst Of Social Network Marketing, 2008 Forrester Applies Its Social Network Marketing Review Methodology To 16 Major Firms by Jeremiah K. Owyang with Harley Manning, Christine Spivey Overby, Scott Wright, Sarah Glass	Average: 9  (3 ratings)

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Executive Summary

Forrester applied its Social Network Marketing Review methodology to programs run by 16 firms in four industries: automotive, media, technology, and consumer products. Only the BMW Series 1 received a passing grade, and half of the firms scored a zero or lower. But even with these dismal overall results, we found examples of specific best practices: The Dell/Microsoft (Red) program provided a rich media theme that was easily sharable, Sony's BMG page for Alicia Keys was personable and interactive, and Kraft's DiGiorno Pizza delivered a unique interactive experience with its members. To improve social network marketing, brands must develop community-centered content and activities, measure success based on new criteria, and be prepared to participate.

TABLE OF CONTENTS

• Forrester Graded The Current State Of Social Network Marketing
• The Bottom Line: Most Firms Fell Short
• What Went Right

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• Supplemental Material
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