Best Practice Report

You Don’t Need A “Social Marketing” Strategy

December 27th, 2019
Melissa Parrish, null
Melissa Parrish
With contributors:
Brigitte Majewski , Caitlin Wall , Christine Turley


Most marketers use social media, but few can quantify its value. Social marketing is not a single channel that will replace your entire digital marketing practice. Nor is it just an advertising medium. Marketers who plan ahead to use social tactics for particular phases of the customer lifecycle can show measurable business success. Social media can offer brands far more than just marketing value — so we explore how social technology helps companies transform for customer obsession. In this report, we show how brands use social tactics to achieve marketing goals across the customer lifecycle and how they use social insights to improve the rest of their marketing campaigns.

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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.