Why Read This
Ten years into the social marketing boom, many executives are still going about social strategy backward: picking technologies such as Facebook or Twitter first instead of focusing on what they want to accomplish. This report of the social marketing playbook explains our four-step POST method for marketing leaders working on social programs. First, examine the Social Technographics® Score of your target audience. Second, choose your objective: Are you expecting social to support your marketing program by creating reach, by offering depth, or by cultivating relationships? Third, build a strategy for how you will accomplish your goal and which social platforms and sites you'll use. Finally, pick the appropriate technologies and vendors to help implement those strategies. Companies that take these four steps in order and then put success metrics in place are the most likely to succeed. This report was originally published in June 2012; Forrester has reviewed and updated it periodically for continued relevance and accuracy.