Martin Beck says, “Marketers looking to build stronger connections with consumers typically turn to social media industry leaders Facebook and Twitter for their outreach. But those are the wrong places to be looking, according to a new report by Forrester Research.

So few people actually see posts from top brands on Facebook and Twitter that focusing heavily on those networks can be a waste of time, money and resources, Forrester vice president and principal analyst Nate Elliott concludes in the report titled “Social Relationship Strategies That Work.”

“It’s clear that Facebook and Twitter don’t offer the relationships that marketing leaders crave,” Elliott wrote. “Yet most brands still use these sites as the centerpiece of their social efforts — thereby wasting significant financial, technological, and human resources on social networks that don’t deliver value.”

The issue according to Elliott is anemic reach and engagement”.

Forrester Says Marketers Are Wasting Resources on Facebook, Twitter

Marketing Land

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