The Forrester Social Media Marketing Readiness Framework

Successful B2B social media marketing requires adequate planning and investment in the right people, processes, and technology to support and measure success. The Forrester Social Media Marketing Readiness Framework examines an organization’s internal preparedness and compares current state to the desired future state. Marketing organizations that lack readiness prerequisites — or silo their social media efforts — may struggle to maintain momentum or measure the impact of their social media activities.

Many B2B organizations, eager to start their social media activities, fail to put essential people, processes, and tools in place beforehand. A suitable social media marketing strategy depends on an organization’s overall go-to-market, content, and campaign strategies, and it requires budget, skills, and tools to be managed and measured effectively. In this report, we introduce the Forrester Social Media Marketing Readiness Framework to help organizations prepare for success in social media marketing.