Save or Share this Report

For eBusiness & Channel Strategy Professionals

How eBusiness Firms Use Social Tools To Connect With Customers

January 7, 2010


Why Read This Report

As consumers increasingly use social media to connect with each other and with brands, eBusiness executives seek to understand how — and if — these tools can drive online sales and service. To see how far along eBusiness professionals are in their social strategies, we examined consumer data on social media usage and then surveyed eBusiness leaders on the tools that they're offering. We found that when it comes to social networking sites like Facebook and MySpace, consumers and eBusiness teams are on fairly even ground. eBusiness executives use social media tools today to drive brand and product awareness, and they report that ratings and reviews are the most effective tactic for driving sales. To see better online sales and service results from other social initiatives, eBusiness professionals must set a clear strategy that considers their customers' usage of social media first, optimizes social media to lower customer service costs, and has measurable ROI.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Consumer And eBusiness Social Computing Intersect At Social Networks
  • The Social Experiment Is A Work In Progress: Ratings/Reviews Are Most Effective

  • eBusiness Social Strategy Should Begin With The Post Method
  • Supplemental Material
  • Related Research Documents

Recommended Research