Forrester: Companies That Don’t Integrate Social Data Fail in the Age of the Customer

December 21, 2011

Given the prominence of “all things social” in 2011, it’s an appropriate topic for this last post of the year. As 2012 begins, few executives will argue with the need to integrate social media better with their business. The questions will arise, however, regarding the best way forward. It can be confusing.

Possible answers will come from many sources and occasionally conflict. Social media is being used to monitor conversations to avoid public relations disasters, provide customer service often for the same reason, and engage consumers in promotions and other marketing programs.