Summary
The question companies should be asking is not whether consumers use social media but how best to use social media to interact with consumers. Forrester’s new social consumer segmentation reveals whether your audience uses social media to interact with brands, in what part of the customer lifecycle they use social media, and their broader behaviors beyond social media apps. B2C marketers should use this report to define their social media audiences and decide whether or not to pursue social media as part of their business strategies.
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