Forrester

Why Read This Report

For the interactive marketer, social is both a huge opportunity and daunting challenge. You know you can reach your customers on social channels, but the environment is foreign— it's highly personal, resource-intensive, and hard to measure. The result: While most marketers now use social media, too few have found the keys to unlocking its potential. This playbook provides you with a strategic approach for building a viable social media presence. Learn to weave social media throughout your brand ecosystem; build a business case for investment and change; hire the right people and partners; execute the right tactics; and measure to gain insight and improve over time. Keywords: social, playbook