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Integrate Social Into Your Marketing RaDaR

March 15, 2016

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This is the Vision report in The Social Marketing Playbook For 2016.

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Why Read This Report

Nearly every marketer uses social media today, but too few use it well. Most marketing leaders treat social as something special and unique, leading them to either separate it completely from the rest of their marketing efforts or ask social to carry an entire marketing program on its own. But this "social exceptionalism" is more likely to yield failure than success. To unlock the value of social marketing, you'll need to effectively integrate social into your established marketing plan — and the marketing RaDaR model holds the key. This report lays out Forrester's vision for how social tactics can supply reach, depth, and relationship to your marketing plan; we review and update it periodically for continued relevance and accuracy. We have now updated it with 2015 data and new examples.

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Table of Contents

  • Social Is Now Part Of (Almost) Every Marketing Plan
  • "Social Exceptionalism" Is The Problem
  • Social Reach Tactics Create Discovery
  • Social Depth Tactics Facilitate Exploration
  • Social Relationship Tactics Foster Engagement
  • Recommendations

  • Use The POST Method To Create Great Social Marketing Programs
  • Supplemental Material
  • Related Research Documents

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