Jessica Liu

There may be more to the move than meets the eye. The acquisition will give Facebook access to data it will find useful.

A detailed analysis of how consumers are using social media in the customer lifecycle and an intriguing option for brands.

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 […]

“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 […]

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, […]

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. […]

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 […]

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 […]

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, […]

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 […]

“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, […]

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 […]

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 […]

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, […]

What you’ll hear from the press this week: Facebook missed its earnings for the first time since 2015. But in our world, 43% YOY increase in revenue and 11% YOY increase in DAUs and MAUs is still a solid performance. Facebook continues to diversify by augmenting its core Facebook social network with ancillary products (Instagram, […]

Fifty-three percent of business and technology decision makers and influencers tell us they want to better leverage social listening technologies to understand customer requirements and achieve their firm’s goal of addressing rising customer expectations.* This shouldn’t come as a surprise; social listening platforms (SLPs) offer a unique window into customers’ lives, opinions, and preferences. SLPs are heavy hitters in the martech stack and are […]

Fifty-three percent of business and technology decision makers and influencers tell us they want to better leverage social listening technologies to understand customer requirements and achieve their firm’s goal of addressing rising customer expectations.* This shouldn’t come as a surprise; social listening platforms (SLPs) offer a unique window into customers’ lives, opinions, and preferences. SLPs are heavy hitters in the martech stack and are […]

Marketing has come a long way, but it is not yet customer-obsessed. To address this gap, we’re pleased to announce the launch of Forrester’s new marketing innovation playbook. It’s time for companies to undergo a marketing makeover. This playbook guides brands through assessing four pillars: mindset, talent, process, and insights. “Marketing innovation” and “process,” you ask? […]

Marketing has come a long way, but it is not yet customer-obsessed. To address this gap, we’re pleased to announce the launch of Forrester’s new marketing innovation playbook. It’s time for companies to undergo a marketing makeover. This playbook guides brands through assessing four pillars: mindset, talent, process, and insights. “Marketing innovation” and “process,” you ask? […]