Social Media

Latest Research

  • For B2C Marketing Professionals

    REPORT: How To Measure Social Programs

    Performance Management: The Social Marketing Playbook

    December 12, 2018 Melissa Parrish, Jessica Liu

    Social measurement is the bane of many marketers' existence. Marketers feel stuck with engagement metrics that don't tell them anything about the business impact of their social programs. This performance management report of the social marketing playbook shows marketers the three levels of measurement they need to focus on and introduces new methods, data, and vendors that can help. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Chart Your Path To Social Media Maturity

    Road Map: The Social Marketing Playbook

    December 10, 2018 Jessica Liu

    To maximize the effectiveness of social media, B2C marketers should build a road map that gradually expands their social programs' footprint beyond outbound marketing. Read this report to identify key milestones as marketers advance their approach to social media. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We substantially revised this edition to factor in new ideas.

  • For B2C Marketing Professionals

    REPORT: Three Staffing Models Help You Build A Socially Fluent Company

    Organization: The Social Marketing Playbook

    November 15, 2018 Jessica Liu

    Managing social programs was originally the purview of a standalone experimental group. But as social networks matured, so did marketers, recognizing a need to fold social resources into the overall marketing department. Today, marketers must take the next leap in social media's evolution: integrating social media capabilities and resources into the broader company. This report describes three organizational models to help you propel social media to your company's forefront and offers a guide to determine which model is best for you. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Four Steps To Add Social Media To Your Marketing Strategy

    Strategic Plan: The Social Marketing Playbook

    November 12, 2018 Jessica Liu, Arleen Chien, Melissa Parrish

    When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while meeting business objectives. This report provides B2C marketers with a process to successfully integrate social media into their marketing strategy by methodically assessing audience, objectives, and tactics. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Build A Case To Show Social's Value To Marketing And The Entire Enterprise

    Business Case: The Social Marketing Playbook

    November 9, 2018 Jessica Liu

    When marketers disregard crafting a strong business case for their social investments, they eventually struggle to prove social marketing's value. Creating a business case enables marketers to gain credibility and set expectations for their social initiatives, which in turn helps them expand the contribution of social beyond marketing and into the enterprise at large. This report guides B2C marketers in crafting a social marketing business case that will not only satisfy their own marketing leadership but also appeal to potential stakeholders in the broader enterprise. This is an update of a previously published report; we review and update it periodically for continued relevance and accuracy.

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