Jessica Liu

Senior Analyst

Forrester Bio

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Blog

Did You Hear? Social Networks Want In On Audio

Jessica Liu February 11, 2021
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, where users can join live conversations with people and topics they follow. Last month, Twitter announced its acquisition of Breaker, a social podcasting app, and quickly transitioned […]
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Blog

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

Jessica Liu January 29, 2021
Brand marketers shouldn’t be asking if their consumers are on social media, but rather, “Do they want to hear from my brand?” Discover the segments of social customers and their preferences.
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Blog

Voulez-Vous Parler Social Networks’ Content Moderation Policies?

Jessica Liu January 15, 2021
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 Woman Social networks, tech vendors ingesting social data, and brands running social listening practices might all be wondering the same thing right […]
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Blog

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

Jessica Liu December 9, 2020
Facebook has thrived in the short term with record-setting users and revenue. Long term, its outlook remains bleak.
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Blog

Social Listening Platforms Aim To Serve All User Types

Jessica Liu November 10, 2020
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 identity allowed her to escape the public eye while still reaping fame and fortune — ultimately, living “the best of both worlds.” Cut to 2020: Social […]
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Blog

The Facebook Ad Boycott Is Only The Tip Of The Iceberg

Jessica Liu June 19, 2020
Will The North Face be the North Star for other companies to stick to corporate values and rethink their organic and advertising presences on social media
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Facebook, Inc. Extends Its Tentacles With GIPHY Acquisition

Jessica Liu May 19, 2020
There may be more to the move than meets the eye. The acquisition will give Facebook access to data it will find useful.
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Blog

Don’t Succumb To Social Media Stockholm Syndrome

Jessica Liu May 13, 2020
A detailed analysis of how consumers are using social media in the customer lifecycle and an intriguing option for brands.
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Blog

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

Jessica Liu May 1, 2020
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, advertising in Q1 surpassed bleak expectations and usage is booming — but not all is how it appears to be. Advertisers: The Pandemic’s True […]
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Blog

Social Suites Technologies Are Coming Together

Jessica Liu October 9, 2019
“The Forrester Wave™: Social Suites, Q4 2019“ is live! We’re particularly excited about this report because it represents a culmination of years of Forrester research on social technologies. Since 2015, we’ve covered five distinct social tech categories: Social listening platforms aggregate and analyze social conversations. Social adtech buys, manages, and optimizes social ads. Word-of-mouth platforms identify and […]
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Blog

Is It The End Of Facebook And Twitter Marketing Partners? Not So Fast

Jessica Liu August 8, 2019
In perhaps one of the few (only?) times that Twitter is grateful not to be the size and scale of Facebook, Inc., it announced this week that it “accidentally” shared user data with third-party measurement vendors and advertisers against users’ wishes. Despite users being able to adjust their ad setting permissions to not share data, […]
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Blog

The Future Of Facebook, Inc.: Short-Term Gain, Long-Term Pain

Jessica Liu June 19, 2019
Based on the many press inquiries we’ve received at Forrester, the industry is keen on predicting Facebook, Inc.’s immediate demise. (Note: Facebook, Inc. is inclusive of the Facebook app, Messenger, Instagram, WhatsApp, and its other apps, services, and hardware. We simplify and call it “Facebook” for the purposes of our research.) But not so fast. […]
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Blog

The State Of Social Advertising: Pretty On The Outside, Ugly On The Inside

Jessica Liu June 19, 2019
On the outside: Social media’s total global advertising spend is expected to balloon to $110 billion by 2022 (with Facebook taking 75% of the global spend market). Social networks are happy. Investors see dollar signs. Marketers feel justified in their spending. On the inside: Social media’s underbelly conveys a picture of turmoil. Consumers can’t quit […]
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Blog

We Should Chat About WeChat And Why Facebook Wants In

Jessica Liu March 7, 2019
For years, I’ve maintained that Mark Zuckerberg, CEO of Facebook, Inc., has had his eye on a singular goal: becoming the global version of China’s WeChat. WeChat is China’s most popular messaging app, with 1 billion monthly users. China’s population is 1.4 billion people, which means approximately two in three Chinese are on WeChat. But WeChat […]
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Blog

Social Media Q4 Earnings Roundup: Holiday Ads + Mystery User Numbers

Jessica Liu February 7, 2019
Ad Revenue “It’s every bit as certain as death and taxes.” (Meet Joe Black, 1998) . . . And I’d add “holiday advertising.” Q4 2018 proved yet again that advertisers ramp up their media budgets in Q4 to get consumers to buy those holiday gifts. Facebook, Inc. (inclusive of its family of products: Facebook.com, Instagram, […]
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Blog

AI Is Not Your Savior In Social Listening

Jessica Liu February 7, 2019
You’re hearing with increasing frequency that social listening platforms (SLPs) are incorporating artificial intelligence and that AI may eventually unburden humans from heavy social data management and analysis. The reality: This is exaggerated. You still need a hefty amount of human involvement to set the rules, train the data, and maintain the platform. In researching […]
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Blog

Predictions 2019: Consumer Power Pushes Marketers To Better Data And Experiences

Jessica Liu November 8, 2018
“I get knocked down, but I get up again.” — Chumbawamba   Halfway through the 20-year-long age of the customer, empowered consumers are more informed about their purchases, demand data privacy, and dictate the experiences that they want. Brands have been beaten down with every misstep, many of which snowballed into broad PR crises: United Airlines, Wells Fargo, Starbucks, […]
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Blog

‘Tis The Season For Consumers To Still Not Buy On Social Media

Jessica Liu October 10, 2018
This blog post is part of Forrester’s Holiday 2018 retail series. Despite news of brands such as Nike, Adidas, Allbirds, and SeatGeek successfully selling on social networks, social media is still not a place that consumers buy products and services. Our Forrester Social Technographics® data uncovers that consumers use social media least in the buy stage of […]
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Blog

When Social Tech Socializes: Brandwatch + Crimson Hexagon Make A Logical Match

Jessica Liu October 4, 2018
Brandwatch and Crimson Hexagon, two social listening platforms, announced their merger today. The company will maintain the Brandwatch name with Brandwatch Founder and CEO Giles Palmer at the helm. At Forrester, we’ve been pushing for the next evolution in the social listening space. Our recent evaluation, “The Forrester Wave™: Social Listening Platforms, Q3 2018,” found […]
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Blog

Tune In To The 10 Social Listening Platforms That Matter

Jessica Liu August 21, 2018
Once upon a time, most brands relied on six-week-plus cycles of feedback through consumer surveys and expensive focus groups to listen to their consumers. Today, social listening platforms have become a staple in most brands’ marketing tech stacks because of their ability to give brands near real-time feedback and insight into conversations about their brands, […]
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