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":"68b6d2be2109df6b9307a3a163dabc4d","s":"9aa9e5f8285e3f99"}