Forrester forecasts continuing shift to social media
Forrester’s US Interactive Marketing Forecast has just been published and it is good news for social media! From 2009 to 2014, US Forrester analysts are predicting that social media will steadily gain a greater share of budget as companies move away from traditional media.
This reflects the underlying shifts that we at ItsOpen have been writing about on this blog and talking to our clients and prospects about.
There is a significant migration online away from traditional media. Key audiences are using social media to share news, comments, rate products, and publish videos and share photographs about organisations. They are having conversations online in real-time about organisations.
However, the important point to remember is that this is not traditional media, it is new and therefore it requires a quite different approach. Traditional methods of communications will not work in this space.
There are already plenty of examples of companies who have turned to traditional agencies to advise them on social media and it has gone wrong because they have, for example, not been transparent about who they are; or they have mishandled bloggers. By failing to observe blogging etiquette.
Companies need to obviously take account of this research and begin to develop social media strategies to enable themselves to connect to social media for the long term.
You can read more about the forecast here.
Some other posts you'll find interesting:
