Why Read This
Despite widespread adoption and organizational acceptance of social media, marketers still struggle with how to build a business case to secure resources for social marketing. This report gives marketing leaders practical guidance on when and how to build a business case for social. You'll learn how to successfully articulate the desired outcomes of social initiatives to key stakeholders by showing how social complements the marketing mix. This report was originally published on October 21, 2013; Forrester reviews and updates it periodically for continued relevance and accuracy. This time we found that only minimal changes were needed and have updated it accordingly.