To succeed in the connected world, marketers must create connected brands: brands that continuously engage with people when they want, where they want, and how they want — particularly through social media. To do so, they must first reconcile the gap between modern consumer behavior and outmoded marketing tactics. Then they will take the six steps outlined in this report to incorporate social marketing into their brand-building strategies.
In December 2011, Facebook commissioned Forrester Consulting to evaluate how marketing leaders are building brands in the connected world. Forrester conducted online surveys of 101 VP- and C-level marketing professionals and interviewed 12 CEOs, CMOs, and VPs of marketing and found that while most marketing leaders believe that social is highly important to brand-building, their current strategies are out of sync with how consumers prefer to interact with their offerings.