Forrester

Why Read This Report

You already know your audience uses social media; one minute they're planning vacations on Twitter and the next they're toppling governments with the help of Facebook. And because your customers use social media to engage with each other, that's probably how you think of social media too: As an engagement tool. But social media is good for much more than just engagement. In fact, social media can guide your audience all the way through the customer life cycle — reaching them when they're ready to discover your brand, offering them depth when they're exploring your offerings and buying from you, and then engaging them after the purchase. This report outlines Forrester's vision for how interactive marketers should use social marketing. It will show you how to master the next wave of social — one that makes every part of your brand ecosystem more successful. Keywords: interactive brand ecosystem, branding, strategy and process