Jessica Liu

Yesterday, we published the annual refresh of our Forrester social consumer segmentation. In 2021, consumers who use social media at least weekly (the heaviest users we survey) overwhelmingly prefer to interact with friends/family over brands/companies and influencers on social media. The real question for brands is: “Does my target audience want to interact with my […]

As Facebook eyes the metaverse, Forrester's latest survey shows consumers want substantive changes to Facebook's ecosystem. Read our full analysis here.

Don’t say we didn’t warn you. While reporting Snapchat’s Q3 results yesterday, CEO Evan Spiegel conceded Apple’s App Tracking Transparency (ATT) framework “disrupted” Snap’s advertising business as he reported lower-than-expected earnings. The earnings miss drove sharp declines in Facebook’s and Twitter’s stocks as well. ATT, which rolled out in April with iOS 14.5, requires users […]

Facebook, Inc. is in the hot seat again due to a recent The Wall Street Journal “Facebook Files” exposé and 60 Minutes whistleblower interview. As we’ve said again and again, a singular event won’t be enough to bring down the social media behemoth. Facebook will experience a degradation of its reputation by a thousand cuts: […]

The Facebook ecosystem outage should remind advertisers to have proactive risk mitigation plans in place.

Insulation. Plumbing. Circuit boards. Marketing resource management (MRM) tools. All things that aren’t front and center but are critical for daily operations. MRM tools are the marketing engine that make your marketing department go. Resource planning and performance management in the key areas of money, people, content, and brand facilitate agile marketing across channels — critical […]

Today, we published The Forrester Wave™: Social Suites, Q3 2021. Since our last evaluation, the vendors in this space have spent two years amassing their platforms via a mix of organic and M&A activity. The market has reached an inflection point: Social suites’ era of collecting modules and features should wind down — and must now yield to a […]

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 […]

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.

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 […]

Facebook has thrived in the short term with record-setting users and revenue. Long term, its outlook remains bleak.

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 […]

Larry Ellison proves that customer acquisition cost (CAC) is no barrier in Oracle’s conquest to expand its cloud credibility and market share. The announcement is murky at the moment, but the particulars indicate that Oracle and ByteDance will enter into a technology partnership to host the US operations of TikTok. This allows TikTok to escape […]

The Clock Keeps Ticking On Microsoft’s Pursuit To Purchase TikTok In The US Late last year, we predicted that companies like Facebook or Meredith Corporation would court TikTok for acquisition but that its Chinese parent company, ByteDance, would ultimately hold out for an IPO. Now, it looks like we were half right. Increasing scrutiny from lawmakers over data privacy concerns and […]

“Digital Therapy” Reaches A Milestone: The FDA Just Approved A Prescription Video Game This week marked a major win for digital therapeutics as the US Food and Drug Administration approved the marketing of the first game-based digital therapeutic device. “The EndeavorRx device offers a non-drug option for improving symptoms associated with ADHD in children and […]

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

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

Firms Poised To Survive The Pandemic Aren’t Laying Off CX Pros — They’re Doubling Down To cut costs, companies are laying off employees in customer experience (CX), customer success, and customer support. That’s a big mistake for three reasons. First, we have proof that improving CX increases revenue, lowers cost, and mitigates risk. Second, firms with a strong CX function have the customer understanding needed to weather the pandemic. Insights about needs and […]

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