Social Media

Latest Research

  • For B2C Marketing Professionals

    REPORT: Everyone Uses Social Media; Few Know If It Works

    Benchmarks: The Social Marketing Playbook

    October 11, 2018 Jessica Liu, Melissa Parrish

    Social media is no longer a new tool in the marketer's toolbox, but how brands use it is progressing far more slowly than innovations in social networks and platforms. This report reveals how B2C marketers are using and measuring social media today and how satisfied they are with the networks on which they engage. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new data.

  • For Customer Experience Professionals

    REPORT: Case Study: How Emirates NBD Made Every Day CX Day

    Your Blueprint For Turning The Annual CX Day Celebration Into A Culture Change Catalyst

    October 2, 2018 Samuel Stern

    At its best, CX Day is a celebration of both a firm's customers and its commitment to serving them. But CX Day is just one day. The real challenge is transforming that day's excitement and activities into an ongoing culture change program. That's what Emirates NBD accomplished, starting with a month of CX Day-type activities and then transforming several of those programs into ongoing culture change initiatives. The bank's customer service month offers a blueprint to customer experience (CX) professionals at other firms that want to ensure their CX Day celebrations last year-round.

  • For Application Development & Delivery Professionals

    REPORT: The Critical Role Of Policy In Enterprise Collaboration

    Processes: The Enterprise Collaboration Playbook

    August 31, 2018 Art Schoeller

    A clear collaboration policy is essential for employees using customer, partner, and internal collaboration tools. While it takes a cross-organizational team to establish a collaboration policy, the technology organization will play an increasingly important role: to steer the policy creation process, embed the policy in tools and training, and educate employees. This report provides application development and delivery (AD&D) professionals with guidance on creating an effective collaboration policy amid a changing landscape of opportunities and challenges. 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: Brands Forget The Rules Of Modern Marketing When Crisis Hits

    Manage Risk And Reputation With A Customer-Obsessed Approach

    August 23, 2018 Emily Collins, Jim Nail

    Bad news: Your brand crisis is inevitable. And your traditional crisis management protocol will only make it worse with its cold, corporate, "control and communicate" ways, entirely at odds with customer obsession. This report helps B2C marketers step up their role in crisis management, apply the rules of modern marketing to shift from mouthpiece to authentic dialog, and accelerate a brand's journey from crisis to recovery mode.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Social Listening Platforms, Q3 2018

    The 10 Providers That Matter Most And How They Stack Up

    August 21, 2018 Jessica Liu, Arleen Chien

    In our 40-criteria evaluation of social listening platforms, we identified the 10 most significant ones — Brandwatch, Crimson Hexagon, Digimind, Linkfluence, NetBase, Sprinklr, Synthesio, Sysomos, Talkwalker, and Zignal Labs — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

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