As an analyst serving B2C Marketing Professionals, Erna focuses her research primarily on social relationship marketing. Her work covers short-form content as well as best and next practices to strengthen customer relationships. She also helps B2C marketers understand how to create and implement successful approaches to social campaign strategies.

Prior to joining Forrester, Erna was a consultant at a marketing strategy firm. There she designed, developed, and facilitated marketing excellence programs for chemical, healthcare, and technology sectors. In addition, Erna worked at American Express as a senior manager. During her tenure, she was part of a core team that developed and successfully implemented American Express's overarching social media strategy, which resulted in her team receiving The Chairman's Award for Innovation. Also, Erna held positions of increasing responsibility with Communispace, The Performance Measurement Group, and Raytheon.

As a solutions consultant at Hootsuite, Sam Anderson provides technical and subject matter expertise to some of the world’s largest organizations. She works directly with prospective clients and their respective Hootsuite account executives to understand their business needs and develop social strategies that support their marketing objectives and business goals, helping them to build relationships with their customers and ultimately positively impacting their bottom line. Prior to Hootsuite, Sam was the senior proposal writer and team lead for Atimi's Sales Support Group. She's worked in tech for over a decade, and specializes in presales and sales support, proposal writing, technical documentation, and marketing communications writing.