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This Is A Story All About . . . Stories: One Takeaway From The #DMWF

Brandon Verblow November 8, 2018

Like the opening sequence of The Fresh Prince of Bel-Air, the social media landscape is getting “flipped-turned upside down” by the ascendance of stories. Well, that may be a bit dramatic, but they are certainly starting to make waves. Stories are growing in popularity as a mode of sharing and consuming content on social media. […]

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‘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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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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Facebook’s Latest Earnings Report Should Not Alter Marketers’ View Of Social Ad Spending

Brandon Verblow August 1, 2018

Facebook’s Q2 2018 earnings call was not well-received by investors as evidenced by the stock’s 19 percent price drop equating to the largest-ever loss in market value in one day for a U.S. traded company. But if you’re a marketer looking to forecast your spending on social advertising over the next several years, Facebook’s latest earnings […]

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Facebook's Latest Earnings Report Should Not Alter Marketers' View Of Social Ad Spending

Brandon Verblow August 1, 2018

Facebook’s Q2 2018 earnings call was not well received by investors as evidenced by the stock’s 19 percent price drop equating to the largest-ever loss in market value in one day for a US traded company. But if you’re a marketer looking to forecast your spending on social advertising over the next several years, Facebook’s latest […]

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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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What Marketers Need To Know: Social Media Q1 2018 Roundup

Brigitte Majewski May 2, 2018

Q1 2018 earnings for Twitter, Facebook, and Snap largely showed minimal impact from the recent data privacy crisis. There were no surprises: Twitter is building off its Q4 2017 momentum, Facebook continues to grow its user base, and Snap is still going through an identity crisis. For the most part, the financial markets seem to […]

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Facebook Fumbles Its Own Brand Crisis

Brigitte Majewski April 19, 2018

Mark Zuckerberg’s testimony before the U.S. Senate didn’t sway us from our previously posted perspective, at least in terms of what Facebook’s fiasco means for marketers.  If you are looking for more catastrophizing around the near-term death of social marketing, you’ve come to the wrong blog post. What did catch our attention: how poorly the […]

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A Social Take On Social Selling

Caroline Robertson April 11, 2018

Social selling is one of my B2B Marketing and Sales team’s top inquiry topics. We’ve also helped numerous clients plan and execute effective social selling programs. Given this and the recent report that Mary Shea just published, New Tech: B2B Social Selling Tools, Q1 2018, I thought now would be a great time to touch […]

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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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Facebook: The Industry Wants Transparency, Not New Labels

Jim Nail February 23, 2018

Facebook made an announcement yesterday titled “Making Ad Metrics Clearer” that says, in part: We’ve heard that businesses want more insight into our measurement tools and metrics. So today, we’re introducing new labels on some of our metrics to clearly show how they are calculated . . . The centerpiece of its announcement is new […]

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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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The Data Digest: Instagram And Snapchat Have Room For More Ads, According To Forrester Data’s US Youth Survey

Brandon Verblow August 29, 2017

While Facebook again signaled on its latest earnings call that the ad load in its core News Feed is approaching an upper limit, other social networks have more room to increase their ad load. According to a Forrester Data Consumer Technographics® survey fielded in January 2017 to 4,502 US youth between the ages of 12 […]

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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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Build Social Compliance Bridges, Not Blockades — For Your Own Sake

Nick Hayes June 28, 2017

Compliance pros, try to recall your last interaction with your marketing peers about social media: How did it go? Was it productive? Who initiated the conversation? If you’re like many organizations today, your answers went something like this: “Not well,” “no,” and “not me.” Do you see a pattern? Now to be fair, marketers’ responses […]

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Start Silo-Busting: Strengthen Your Relationship With Compliance

Erna Alfred Liousas June 22, 2017

What comes to mind when you hear the word “compliance”? Do you shiver, sigh, break out into hives, or all three? Believe it or not, your compliance colleagues are crucial to your social marketing success. This is especially true for marketers in regulated spaces such as financial services, healthcare, and pharmaceuticals. I can share from […]

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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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