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  Webinar What We Learned From The Facebook Ad Boycott

  February 18, 2021 | Sucharita Kodali, Jessica Liu, Collin Colburn

  Analysts Sucharita Kodali, Jessie Liu, Collin Colburn, and Brandon Verblow discuss what happened to brands that boycotted Facebook ads in the summer of 2020 and what lessons can be gleaned for...

• Blog Did You Hear? Social Networks Want In On Audio

  February 11, 2021 | Jessica Liu

  First the social networks conquered text. Then they dominated video. And now, the new frontier: audio. New app Clubhouse has garnered significant buzz for its audio-based chatroom environment,...

• Report Know Your Social Media Audience In 2021 — And If They Want To Interact With You

  Landscape: The Social Marketing Playbook

  January 29, 2021 | Jessica Liu, Sarah Dawson

  The question B2C marketers should be asking is not whether consumers use social media but how best to use social media to interact with consumers. Forrester's new social consumer segmentation...

• Blog Consumers Are On Social Media, But That Doesn’t Mean They Want To Hear From You

  January 29, 2021 | Jessica Liu

  It’s 2021. Social media is ubiquitous, from social networks to forums to brand-created communities to messaging apps. Brand marketers shouldn’t be asking if their consumers are on social media, but...

• Blog Voulez-Vous Parler Social Networks’ Content Moderation Policies?

  January 15, 2021 | Jessica Liu

  My father told me once, “If you see something wrong happening in the world, you can either do nothing, or you can do something.” And I already tried nothing. — Steve Trevor, Wonder...

• Blog No One Should Be Surprised About The Facebook, Inc. Lawsuit In The US

  December 9, 2020 | Jessica Liu

  Today, the US government and 40-plus states filed an antitrust lawsuit claiming that Facebook, Inc. (inclusive of the Facebook app, Messenger, Instagram, WhatsApp, and its other apps, services, and...

• Report Make Social Media Bigger Than Marketing

  Executive Overview: The Social Marketing Playbook

  November 25, 2020 | Jessica Liu

  B2C marketers know that social marketing works but can't articulate how. That's because too many of them launched social programs without a clear strategy. Mastering social media requires more than...

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  Webinar Deconstructing The Forrester Wave™: Social Listening Platforms, Q4 2020

  November 17, 2020 | Jessica Liu, Sarah Dawson

  Social listening platforms' value extends beyond the marketing department to public relations, consumer insights, market research, customer service, and product teams. Brands can apply social...

• Blog Social Listening Platforms Aim To Serve All User Types

  November 10, 2020 | Jessica Liu

  Throwback to the mid-2000s: Facebook was founded, and Hannah Montana premiered. Miley Stewart was an average American kid with an alter ego pop star named Hannah Montana. Miley/Hannah’s dual...

• Report Define Your Social Media Maturity To Advance Your Social Marketing

  Assessment: The Social Marketing Playbook

  August 14, 2020 | Jessica Liu

  B2C marketers can't get more from their social marketing investments without first understanding where they are now in their overall social media maturity. Read this report to learn about the...

• Report The Forrester Tech Tide™: Martech For B2C Marketers, Q3 2020

  Tools And Technology: The Enterprise Marketing Technology Playbook

  July 30, 2020 | Mary Pilecki, David Novitzky, Jessica Liu

  Marketing technology (martech) is critical to a firm's ability to plan, execute, and measure its marketing efforts. This Forrester Tech Tide™ report presents an analysis of the maturity and...

• Report Marketers' Options Improve As Social Marketing Technologies Converge

  Tools And Technology: The Social Marketing Playbook

  July 17, 2020 | Jessica Liu, Melissa Parrish

  B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up with technology capabilities, adds to the...

• Report Now Tech: Social Listening Platforms, Q3 2020

  Forrester's Overview Of 25 Social Listening Platform Providers

  July 9, 2020 | Jessica Liu

  You can use social listening platforms (SLPs) to measure brands' social media efforts, conduct market research, and propel product innovation. But to realize these benefits, you'll first have to...

• Report Four Steps To Add Social Media To Your Marketing Strategy

  Roadmap: The Social Marketing Playbook

  July 2, 2020 | Jessica Liu, Melissa Parrish

  When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while...

• Blog The Facebook Ad Boycott Is Only The Tip Of The Iceberg

  June 19, 2020 | Jessica Liu

  I shall be telling this with a sigh Somewhere ages and ages hence: Two roads diverged in a wood, and I— I took the one less traveled by, And that has made all the difference. — Robert Frost, The...

• Blog Facebook, Inc. Extends Its Tentacles With GIPHY Acquisition

  May 19, 2020 | Jessica Liu

  Facebook, Inc. announced plans to acquire GIPHY for $400 million. Instagram already integrates with GIPHY today, primarily so users can add GIFs to their Instagram Stories. In its announcement,...

• Blog Don’t Succumb To Social Media Stockholm Syndrome

  May 13, 2020 | Jessica Liu

  We are excited to launch the new vision report for our social marketing playbook. It might be controversial, but we are here to give companies permission to break up with social media. Yes, you...

• Report It's OK To Break Up With Social Media

  Vision: The Social Marketing Playbook

  May 13, 2020 | Jessica Liu

  In the last decade, social media has become a quagmire of marketers competing for consumers' attention. Instead, consumers should lead the conversation — as social media was originally intended. We...

• Blog Q1 Earnings: Google, Amazon, Facebook, Twitter, Snapchat Advertising Decelerates While Usage Accelerates

  May 1, 2020 | Jessica Liu

  The global economy is in recession: US Q1 GDP declined 4.8%, and the eurozone’s contraction set a record. As far as the advertising triopoly and the social networks are concerned, however,...

• Report Build A Business Case For Social Media’s Value To The Enterprise

  Business Case: The Social Marketing Playbook

  March 30, 2020 | Jessica Liu

  When marketers disregard crafting a strong business case for their social media investments, they struggle to prove social media's value. Creating a business case enables marketers to gain...

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  Webinar Applying The Forrester Wave™: Social Suites, Q4 2019

  March 19, 2020 | Jessica Liu, Sarah Dawson

  As social media management solution (SMMS) technology tacks additional capabilities on top of core social organic publishing and customer response, SMMSes evolve into social suites that offer a...

• Report Five New Perspectives On Marketing Process

  Beginner Level: Process Practices For The Marketing Innovation Playbook

  February 10, 2020 | Lori Wizdo, Jessica Liu

  Defined, documented, and repeatable marketing processes correlate with revenue growth. But most marketing teams don't have that level of process rigor. For various reasons — organizational...

• Report You Don't Need A "Social Marketing" Strategy

  December 27, 2019 | Melissa Parrish, Jessica Liu

  Most marketers use social media, but few can quantify its value. In this report, we show how brands use social tactics to achieve marketing goals across the customer lifecycle and how they use...

• Report Forrester Infographic: US Consumers Vary In How They Interact With Brands On Social Media

  December 11, 2019 | Jessica Liu

  Social networks and messaging apps are not a zero-sum game; users have multiple accounts and use different apps for different purposes. Understanding how US users' demographics and behaviors vary...

• Report Predictions 2020: Customer Insights

  Firms Up Their Data And Analytics Game In Pursuit Of Better Customer Understanding

  October 30, 2019 | Gene Leganza, Jennifer Belissent, PhD, Cinny Little

  Insights-driven firms outperform their peers. And in an age when what customers think — and do — matters more than any other factor, the gold rush to customer insights is on. However, the paths to...