Clement Teo says, “Asia Pacific marketers have moved from experimenting with social media in the recent past to integrating it into their marketing mix. However, a large number are guilty of setting and measuring metrics, such as vanity metrics, that do not inform the next course of action.

To increase your chances of social marketing success, you must:

  • Build an understanding of your audience. Brands all too often mistake social media platforms as a broadcast channel and rave about their own products and services without first understanding the conversations going around them. Astute marketers will first deploy listening platforms by studying the social behaviors of their target audiences and the context of their conversations. Forrester’sSocial Technographics® will tell you both how social your audience is and the types of social behaviors in which they engage”.

Focus Social Marketing On Clear Business Outcomes

The Forrester Blog

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