In 2015, I wrote an op-ed for Ad Age declaring the end of social media … as it was originally framed around community building. Back then, I asserted, “Social media marketing is now advertising. It’s largely a media planning and buying exercise.” For most brands, that statement pretty much held up What’s also not changed in 11 years is that Facebook is still the most popular “social media” platform, with 63% of US online adults using it at least weekly according to Forrester’s Consumer Benchmark Survey, 2026. Believe it or not, that’s up a point year over year.

But at the same time, a lot has changed in the social media landscape this past decade. The social graph gave way to the algorithm. TikTok pushed every platform toward short-form video. Creators became media channels in their own right. Social commerce turned social platforms into storefronts. Consumer conversations migrated from public feeds to private messages and group chats. And now AI is changing how content is created, discovered, and distributed.

Throughout these changes, Forrester has been by our clients’ side, providing actionable guidance on everything from social media tools to social media trends. And now we’ve leveled up our social media practice once again with the addition of Kate Winick.

Welcome, Kate Winick!

Kate joins Forrester after being in leadership roles at Klaviyo and Peloton, where she led social media, content, and editorial strategy. Over the past 15 years, she’s helped brands target audiences, develop creator and community programs, and navigate the constant changes in social media. Her background as both a marketing leader and former writer/editor gives her a unique perspective on the intersection of content, creators, media, and consumer behavior. As Kate puts it:

I’m not an advocate for social media over human connection. I’m an advocate for social media as a part of our entertainment consumption and community-building as an essential part of human existence.

At Forrester, Kate guides clients through some of the biggest social media questions facing B2C marketers today: How should brands balance organic and paid social investments? What role should creators play in the marketing mix? Which social media platforms deserve attention and budget? How do marketers connect social media engagement to tangible business results? And how can social media teams choose the right technology stack (from social media management suites to influencer marketing, social listening, and analytics platforms)?

Ultimately, Kate’s research and guidance help clients make smarter decisions about social media strategy, creator marketing, media investment, and the technologies that support them. And if you want the tea on whether Myspace is really making a comeback, be sure to read Kate’s first-ever Forrester blog post now. Watch the video above to learn even more about Kate. And if you’re a Forrester client, you can schedule a Forrester guidance session or inquiry with her starting today.

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