By Kim Celestre, Nate Elliott, Allison Smith with Mary Pilecki, Collin Colburn

WHY READ THIS REPORT

We all have social data – and lots of it. But are you using it effectively? A brand’s social data capabilites extend well beyond social programs, and converting a flood of social media information into meaningful answers is how progressive marketing leaders are elevating the social media function to win, serve and retain customers. In this report, Forrester discusses how social data can improve overall marketing effectiveness — and describes the actions you can take today to get started.