Social Media

Latest Research

  • For B2C Marketing Professionals

    REPORT: You Don't Need A "Social Marketing" Strategy

    Vision: The Social Marketing Playbook

    August 10, 2018 Melissa Parrish, Jessica Liu

    Most marketers use social media, but few can quantify its value. In this report, we show how brands use social tactics to achieve marketing goals across the customer life cycle and how they use social insights to improve the rest of their marketing campaigns. But social media can offer brands far more than just marketing value — so we also explore how social technology helps companies transform for customer obsession. 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: Social Technographics® Reveals Who Your Social Audience Is — And How To Approach Them

    Landscape: The Social Marketing Playbook

    July 20, 2018 Jessica Liu, Gina Fleming

    The question for B2C marketers is no longer whether your customers use social media but how you can best use social media to interact with those customers. But how well do you know your customers on social media? Forrester's Social Technographics model helps you understand your customers and reveals whether your audiences use social media to interact with brands, in what part of the customer life cycle they use social media, which social behaviors they exhibit, and on which types of social sites they engage in those behaviors. 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 B2C Marketing Professionals

    REPORT: Social Marketing Is A Vital Part Of Your Post-Digital Transformation

    Executive Overview: The Social Marketing Playbook

    July 9, 2018 Melissa Parrish, Jessica Liu

    Social marketing is at a crossroads. B2C marketers intuitively know that it's working but can't articulate how. That's because too many of them launched social programs without a strategy. This playbook will show marketers how to develop social programs that create measurable business results, how to use insights from those programs to address other marketing and business challenges, and how to choose the right social technology vendors to run their social practices efficiently and effectively. 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: Now Tech: Social Listening Platforms, Q2 2018

    Forrester's Overview Of 31 Social Listening Platform Providers

    May 24, 2018 Jessica Liu

    You can use social listening platforms to accomplish messaging optimization, market research, and product innovation using social media data. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, functionality, geography, and vertical market focus. B2C marketers should use Forrester's Now Tech report to understand the value they can expect from a social listening platform provider and select vendors based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: The Consumer Tech Stack

    Our 2018 US Benchmark Data Overview Reveals The Four Forces Of Adoption

    April 5, 2018 James L. McQuivey, Gina Fleming

    Humans were born to embrace the technologies we track. Coming into 2018, Forrester surveyed 110,460 online adults in 20 countries to see how much people of every type embrace technology, why they use it, and what that will mean for your business. The data practically screams "Prepare for rich customer conversations!" Read this US-focused report not only to see the data but also to prepare to give your customers technology-enabled, emotion-rich conversations that help them get what they want, when they want it.

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