Jessica Liu
Senior Analyst

Author Insights
Blog
Did You Hear? Social Networks Want In On Audio
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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Consumers Are On Social Media, But That Doesn’t Mean They Want To Hear From You
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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Voulez-Vous Parler Social Networks’ Content Moderation Policies?
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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No One Should Be Surprised About The Facebook, Inc. Lawsuit In The US
Facebook has thrived in the short term with record-setting users and revenue. Long term, its outlook remains bleak.
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Social Listening Platforms Aim To Serve All User Types
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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The Facebook Ad Boycott Is Only The Tip Of The Iceberg
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
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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Don’t Succumb To Social Media Stockholm Syndrome
A detailed analysis of how consumers are using social media in the customer lifecycle and an intriguing option for brands.
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Q1 Earnings: Google, Amazon, Facebook, Twitter, Snapchat Advertising Decelerates While Usage Accelerates
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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Social Suites Technologies Are Coming Together
“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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Is It The End Of Facebook And Twitter Marketing Partners? Not So Fast
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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The Future Of Facebook, Inc.: Short-Term Gain, Long-Term Pain
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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The State Of Social Advertising: Pretty On The Outside, Ugly On The Inside
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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We Should Chat About WeChat And Why Facebook Wants In
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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Social Media Q4 Earnings Roundup: Holiday Ads + Mystery User Numbers
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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AI Is Not Your Savior In Social Listening
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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Predictions 2019: Consumer Power Pushes Marketers To Better Data And Experiences
“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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‘Tis The Season For Consumers To Still Not Buy On Social Media
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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When Social Tech Socializes: Brandwatch + Crimson Hexagon Make A Logical Match
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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Tune In To The 10 Social Listening Platforms That Matter
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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