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Most marketers use social media, but few can quantify its value. In this report, we show how brands use social tactics to achieve marketing goals across the customer life cycle and how they use social insights to improve the rest of their marketing campaigns. But social media can offer brands far more than just marketing value — so we also explore how social technology helps companies transform for customer obsession. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
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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.
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