social media

How will social media change as consumers move toward more private and ephemeral experiences? Read our insights on how social media will adapt.

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Insights

Blog

Did You Hear? Social Networks Want In On Audio

Jessica Liu February 11, 2021
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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Blog

Social Media Meets Tulip Mania

Vijay Raghavan February 1, 2021
It’s a story straight out of the Sherwood Forest, with a stopover in Holland. A determined group of small investors have used the power of social media to punish “the smart money” by pushing the price of GameStop, a widely shorted stock, from $19 to $325 (as of this writing). As the saga continues to […]
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Blog

Consumers Are On Social Media, But That Doesn’t Mean They Want To Hear From You

Jessica Liu January 29, 2021
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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Blog

Voulez-Vous Parler Social Networks’ Content Moderation Policies?

Jessica Liu January 15, 2021
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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Video

Reaching Gen Z Starts With Understanding Their Truths

Mike Proulx January 14, 2021

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Blog

No One Should Be Surprised About The Facebook, Inc. Lawsuit In The US

Jessica Liu December 9, 2020
Facebook has thrived in the short term with record-setting users and revenue. Long term, its outlook remains bleak.
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Blog

Social Listening Platforms Aim To Serve All User Types

Jessica Liu November 10, 2020
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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Blog

Livestreaming Commerce Lands In Europe

Ryan Skinner November 10, 2020
Live-streaming commerce is arriving on European shores. Here's what European marketers can expect...
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Blog

TikTok — When Geopolitics Trumps Tech Innovation

Xiaofeng Wang September 1, 2020
In the past two months, I’ve received dozens of inquiries about TikTok. While the case is still unsettled, I wanted to summarize some of my comments in this blog post. Is banning TikTok in the US “tit for tat”? Not really. People often compare the US government’s handling of TikTok with the Facebook and Google […]
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Video

How Has The Pandemic Impacted Influencer Marketing?

Ryan Skinner July 23, 2020

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Blog

Executives Really Must Walk In Their Customers’ Shoes

Faith Adams July 15, 2020
Back when I was a customer experience (CX) practitioner, I regularly found myself reminding stakeholders up and down the organization that, just because they may have never experienced something, it did not mean that it wasn’t happening to our customers. It would be followed up with me encouraging them to adopt an outside-in perspective and […]
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Blog

The Facebook Ad Boycott Is Only The Tip Of The Iceberg

Jessica Liu June 19, 2020
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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Podcast

Is It Time To Break Up With Social Media?

What It Means June 4, 2020
More than one in three consumers believe social media does more harm than good. Many brands spend tremendous time and money on social media, only to get a tepid (or even angry) response. On this episode of What It Means, Senior Analyst Jessica Liu discusses a timely question: Is it time to break up with social media?
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Blog

Facebook, Inc. Extends Its Tentacles With GIPHY Acquisition

Jessica Liu May 19, 2020
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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Blog

Don’t Succumb To Social Media Stockholm Syndrome

Jessica Liu May 13, 2020
A detailed analysis of how consumers are using social media in the customer lifecycle and an intriguing option for brands.
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Blog

Q4 2019 Earnings: Top Takeaways For Facebook, Snap, And Twitter

Melissa Parrish February 6, 2020
The Q4 2019 earnings reports are in for Facebook, Snap Inc., and Twitter. Here are our top takeaways for marketers: Facebook, Inc. Last year, we at Forrester argued that despite the number and extremity of Facebook’s scandals, they wouldn’t doom the company in the short term. So far, that’s held up, as the user base […]
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Blog

Five Consumer Lessons From The 2010s: No. 3

Anjali Lai January 12, 2020
Today I present the third of five key consumers lessons to take away from the 2010s. You can find the previous two here and here. Ten years ago, a wave of demonstrations and protests in the Middle East reshaped our understanding of social media’s influence; the Arab Spring turned up the volume on debate about […]
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Blog

Mobilized Employees Engage Buyers With A Trusted Voice

Laura Ramos October 16, 2019
Employees’ Advocacy Boosts Your Content And Customer Interactions While trust in brands has dwindled, B2B buyers hold those same brands’ employees in high regard as authentic and compelling sources of information. And they want to engage with them. In our new research, “Mobilized Employees Engage Buyers With A Trusted Voice,” Matthew Camuso and I explored […]
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Blog

Social Suites Technologies Are Coming Together

Jessica Liu October 9, 2019
“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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Blog

Social Will Be The Fastest-Growing Digital Advertising Channel Globally

Meenakshi Tiwari August 15, 2019
While 2018 was a challenging year for global social media advertising amid the implementation of GDPR, privacy scandals, and brand safety concerns, Forrester forecasts that social will remain the fastest-growing digital advertising channel globally over the next five years. This growth will be driven by increasing revenue per user and will be fastest in Asia […]
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