In 2016, 76 percent of online adults in the United States engage with companies on social media, up from 68 percent a year, while consumers’ social savviness is also on the rise, according to new research from Forrester Research.
Forrester’s updated Social Technographics report found that the average score rating consumers’ social savviness rose to 40 in 2016, up from 37 a year ago. A key takeaway is that with the continuing growth of social means marketers need to integrate social media tactics and technologies more deeply into their overall marketing strategy.
{"ct":"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","iv":"f8c6fb135c2aa79120b3cde7c717a587","s":"06659c1a54b4401c"}