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":"7b45d4552e82f9cb741c664c220ecdbc","s":"e1f697a937eec646"}