It is early days for social media innovators in Europe, according to Forrester. But marketers are now ramping up their spend as they realise that a shift of power is taking place. Key constituencies are migrating online. Online audiences are talking about brands and companies honestly and openly with their colleagues.
Forrester analyst Rebecca Jennings argues that European social media markets are immature relative to their US counterparts, but that means there are plenty more opportunities for experimenting and taking leadership roles.