Making Social Media Work? the answer is STOIC

via Forrester Blogs Jessica LiuDon’t worry; you’re not the only one wondering.

Forrester’s POST methodology for social marketing success dictates four steps:

1. People

2. Objective

3. Strategy

4. Technology

Often, marketers lead with T but they need to start with P. The $64,000 question about People is not whether customers use social media, but rather if they want to engage with brands on social media at all, and if so, how. That’s right, the first and most important question is not whether your competitors are on social media or if the latest social network has the coolest ad format; it’s what your customers want from your brand. Marketers need to know this to guide how (or if) they add social to their overall marketing strategy.

As part of our new Social Marketing Playbook launch, the Landscape chapter explains how Forrester’s latest Social Technographics model helps marketers answer:

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via Forrester Blogs Jessica Liu

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