Social Media

Latest Research

  • For Application Development & Delivery Professionals

    REPORT: Gain A Competitive Advantage Through Enterprise Collaboration

    Executive Overview: The Enterprise Collaboration Playbook

    June 10, 2019 Art Schoeller

    Many of today's collaboration technology initiatives fall well short of their transformational potential. But a properly executed enterprise collaboration (EC) strategy engages employees and connects the customer experience (CX) ecosystem in new ways to create business value. Forrester's EC playbook is a step-by-step guide that enables application development and delivery (AD&D) professionals to help their organizations create and execute successful EC business strategies. 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

    Road Map: The Social Marketing Playbook

    May 28, 2019 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. B2C marketers should read this report to understand how to successfully advance their social media approach by methodically considering their 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: Define Your Social Media Maturity To Advance Your Social Marketing

    Assessment: The Social Marketing Playbook

    May 28, 2019 Jessica Liu

    B2C marketers can't get more from their social marketing investments without first understanding where they are now in their overall social media maturity. Read this report to learn about the competencies that affect a brand's social media maturity, how to assess your own maturity stage, and what next steps to take to advance your approach. 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: Forrester Analytics: Social Media Advertising Forecast, 2018 To 2023 (US)

    ForecastView Document

    May 9, 2019 Brandon Verblow, Jessica Liu

    Social media has provided marketers with some of the most effective tools ever developed for targeting potential customers, and in the process it has garnered a massive share of firms' advertising budgets. However, the medium now faces tough questions about the societal costs it extracts. This report evaluates how marketers' ad spending on social media will evolve in light of this increased scrutiny. It also for the first time quantifies and explores the impact of video ads within social media.

  • For B2C Marketing Professionals

    REPORT: Justify Your Social Media Programs By Methodically Measuring Them

    Performance Management: The Social Marketing Playbook

    March 28, 2019 Jessica Liu

    B2C marketers struggle to quantify the value of their social marketing programs. This report demonstrates how to measure three types of social marketing performance: business impact, marketing impact, and content impact.

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