Summary
As business-to-business (B2B) marketers experiment more with social media like blogs, Facebook, LinkedIn, Twitter, and YouTube, they worry if venturing into uncharted social waters will pay off in tangible business results. Rather than trying to discern social value through anecdotes and random case studies, marketers need to take a back-to-basics approach to assessing social media impact, which incorporates costs, benefits, risks, and opportunities into the evaluation. Building a value chain, measuring engagement, and applying Forrester's Total Economic Impact™ principles will give marketers the tools needed to predict the impact of any specific social choice and demonstrate the resulting value back to the business.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).