Jessica Liu

Senior Analyst

Forrester Bio

Author Insights

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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The Facebook And Twitter Q2 Earnings Story: Quality Over Quantity

Jessica Liu July 27, 2018

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, […]

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Listen Up: Here Is Forrester's Overview Of 31 Social Listening Platforms

Jessica Liu June 6, 2018

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 […]

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Listen Up: Here Is Forrester's Overview Of 31 Social Listening Platforms

Jessica Liu June 6, 2018

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 […]

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Marketing Innovation Requires "Process, Process, Process!" (Channeling Jan Brady)

Jessica Liu May 10, 2018

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? […]

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Marketing Innovation Requires "Process, Process, Process!" (Channeling Jan Brady)

Jessica Liu May 10, 2018

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? […]

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See The Forest For The Trees In Facebook’s Cambridge Analytica Problem

Jessica Liu March 29, 2018

Shame on Facebook. The Cambridge Analytica scandal has exposed the social network’s egregious misstep. Here at Forrester, we are furiously fielding inquiries about what this failure to protect user data means. Most questions are immediate and tactical in nature. These questions are certainly pressing so let’s address them. But then let’s discuss the bigger questions that […]

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Snapchat Will Not Snap Out Of It

Jessica Liu February 27, 2018

Snapchat recently launched a product redesign to the dismay of power users and relief of Snapchat newbs. Its original ephemeral messaging and scavenger hunt of a UX appealed to an exploratory young audience. The app’s overhaul is a classic case of a company losing sight of what’s most important: the core customer. Snapchat has prioritized […]

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Achieve Enterprise Social Intelligence (Despite Social Data Deficiencies)

Jessica Liu December 15, 2017

January 1 is upon us which means new year resolutions, fresh plans, and endless possibilities. One area marketers should focus on in 2018: social intelligence. Why? Social data can influence the entire enterprise and put humanity back in customer data crunching – but only if combined with other data sources like CRM, customer service, market […]

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Ride The Tide Of Social Livestreaming

Jessica Liu June 29, 2017

Brands are taking the plunge and livestreaming everything from events (Macy’s and their Thanksgiving Day parade) to product demos (Birchbox) to promotional offers (Lowe’s Black Friday deals) to education (T. Rowe Price retirement planning advice). But how should brands tackle social livestreaming? It’s not as simple as grabbing an iPhone and hitting “Live” on that […]

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Brands On Social Crisis: "The Sky Is Falling!"

Jessica Liu April 19, 2017

Much ink has been spilled over United Airlines' latest public incident and social media's role in rapidly spreading video of a passenger being dragged off an airplane. Today's consumers are more polarized than ever and increasingly expressing their opinions and showing their own values in the way they spend their money. Brands worry about making […]

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Game Over: Don’t Let Twitter’s NFL Ads Dazzle You

Jessica Liu February 2, 2017

Last April, we blogged about Twitter’s marquee agreement with the National Football League (NFL). The industry was abuzz: The two joining forces meant a marrying of live programming with social commentary. In its inaugural season, Twitter-NFL’s powerful partnership presented an enticing live streaming package for marketers because: Marketers view social media as an attractive marketing […]

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There Are No "Right" Social KPIs

Jessica Liu January 9, 2017

44% of marketers say they haven't been able to show the impact of social at all and another 36% say they have a good sense of the qualitative, but not quantitative, impact of social initiatives. Marketers feel stuck with engagement metrics that don't tell them anything about the business impact of their social programs. And, […]

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Marketers, You’re Also Culpable In Facebook's Metrics Mess

Jessica Liu November 17, 2016

Yesterday Facebook blogged "An Update on Metrics and Reporting" to inform marketers that several of their organic metrics were misreported including organic reach, time spent on Instant Articles, and follower count. This follows Facebook's revelatory September announcement that their video metrics contained a discrepancy and were over-reported. The industry was outraged. But who’s really at fault […]

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Marketers, Let's Talk: Pinterest Is Not A Social Network

Jessica Liu September 13, 2016

We’ll let you in on a little secret: Pinterest isn’t what you think it is. When Pinterest emerged, it was immediately labeled as a social network alongside Facebook, Twitter, Linkedin, Instagram, and even the ill-fated Google+. Why? Because we as humans like to categorize things and also because Pinterest shares a few key features with […]

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Don’t Let That Social Post Pass You By

Jessica Liu August 22, 2016

Social marketing often feels like running a race against an unlikely competitor: your own customers. In the social media world, consumer behaviors and technical functionality evolve so quickly that the minute you feel good about your social presence and perhaps have even pulled neck-and-neck with your customers’ social media behaviors, they surge ahead and leave […]

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Who Am I Really Talking To On Social Media (And Do They Even Care)?

Jessica Liu August 3, 2016

Don’t worry; you’re not the only one wondering. Forrester’s POST methodology for social marketing success dictates four steps:  1. People 2. Objective 3. Strategy 4. Technology Often, marketers lead with T, but they need to start with P. The $64,000 question about People is not whether customers use social media, but rather if they want […]

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Snaps for Snapchat

Jessica Liu June 23, 2016

Bloomberg recently reported that Snapchat surpassed Twitter in daily active users. Kudos to Snapchat, which is only half as old as Twitter, but why do we keep comparing Snapchat to Twitter? Or to Instagram? The industry is desperate to neatly categorize Snapchat under social media, but I would argue that Snapchat is equal parts messaging […]

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The NFL: "Are You Ready For Some Twitter?"

Jessica Liu April 5, 2016

Now that March Madness basketball is over (#sorrynotsorry UNC), we're turning our attention to baseball. No, wait. American football just picked off baseball's opening week with today's announcement that The National Football League and Twitter are embarking on a global streaming parternship. For the NFL: Of all social networks, Twitter has the most active real-time […]

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Instagram Loses Its 'Insta.'

Jessica Liu March 17, 2016

Instagram announced this week that it is joining Facebook and Twitter and ditching its clean chronological feed in favor of an algorithm-based personalized feed. No one is surprised given Instagram has inched closer and closer to Facebook since its 2012 acquisition.    What does this mean for users? Instagram's initial appeal was its simplicity: mobile only, […]

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