Forrester

Why Read This Report

We're several years into the social marketing boom, but still many executives are going about social strategy backward: picking technologies like Facebook or Twitter first instead of focusing on what they want to accomplish. This report introduces our four-step POST method for interactive marketing professionals working on their social marketing programs. First, examine the Social Technographics Profile of your customers. Second, choose your objective: listening to, talking with, energizing, supporting, or embracing your customers and their ideas. Third, build a strategy around changing your relationship with your customers. Finally, pick the appropriate technologies to implement. Companies that take these four steps in order and then put success metrics in place are the most likely to succeed. This report updates "Objectives: The Key To Creating A Social Strategy" originally published October 9, 2007.