Start by taking a step back

In this report, Forrester highlights 3 key ways that marketers misunderstand social media:

  • The breadth of social media. Don’t focus too much on a few big channels at the expense of thinking more broadly about the opportunities other platforms provide, you need to be present for customers to interact with your brand.
  • Too much focus on brand awareness and marketing. In reality, social media can play a role in all stages of the customer lifecycle, so your strategy needs to extend to social commerce and social care.
  • Not understanding your target customers' preferences around engaging with your brand on social. Your customers have a widely varying appetite for engaging with you on social. Any good social strategy needs to start here.

The report goes on to highlight ways you can pressure test your social media program to unleash social media’s full potential and outlines a playbook for doing so.