How Social Media Is Changing Brand Building

May 7th, 2012

Tracy Stokes

With contributors:

Cory Munchbach , Matthew Dernoga , David Cooperstein

Summary

Social media has fundamentally changed how consumers interact with each other and with brands. As a result, marketers tell us that they now consider this new channel to be a critical component of brand building. And while many marketing leaders are asked, "What is your social strategy?" the real question is, "How does social media change the brand strategy?" In this report, Forrester identifies three ways in which social media can help marketers' brand building efforts by: 1) building a relationship to become more trusted; 2) differentiating through an emotional connection to become more remarkable and unmistakable; and 3) nurturing loyal fans to become more essential.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.