Trends Report

The Total Cost Of Social Listening

Building A Social Listening Business Case

March 1st, 2016
SN
Samantha Ngo
With contributors:
Mary Pilecki , Emily Miller , Rachel Birrell

Summary

Social listening has proven its value in the marketing world, and monitoring social data is the status quo. But as social listening platforms advance and converge and compete with social relationship platforms, we're often asked these questions: "How much will these tools cost?" and "Where is there give and take?" B2C marketing pros must expect listening budgets to vary based on the level and complexity of their goals and find the tools to match their strategy. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new data from Forrester's North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015, and Forrester's Q1 2015 Global Social Relationship Platform Wave™ Online Survey.

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