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Today market research firm Forrester published a report for brands titled “Social Relationship Strategies That Work.”
So: What works? Not Facebook or Twitter.
The crux of the research suggests that brands are wasting their time, effort, and money on Facebook and Twitter to diminishing returns. A study conducted by the firm from earlier this year found that posts from top brands on Twitter and Facebook reach just 2% of their followers. Engagement is even more measly: A mere 0.07% of followers actually interact with those posts....
Wow! WTH. Stop making Facebook the center of your relationship marketing efforts, says Nate Elliott, VP and principal analyst at Forrester.