Trends Report

Integrate Social Into Your Marketing RaDaR

March 15th, 2016
Melissa Parrish, null
Melissa Parrish
With contributors:
Brigitte Majewski , Nate Elliott , Kasia Madej , Wei-ming Egelman , Laura Glazer


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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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.