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Social engagements with brands continue to grow in volume, sophistication: Forrester

August 3, 2016

Brand engagements on social continue to grow Brand engagements on social continue to grow


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.

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