Lisa Bradner, another of Forrester’s Marketing Leadership Professionals, just published a new piece of research on why brands should develop social media content. The report reveals how Forrester’s Consumer Technographics(R) research shows that loyal, socially connected consumers value content created by their favorite brands more than peer-generated content. To quote the report “this startling fact clearly demonstrates that brands with social currency have a unique opportunity to deepen relationships online.”

The key takeaway for marketers is to determine if their brand has currency, deepen engagement and interaction online with their customers and to increase the use of social media as part of the marketing mix. By doing the it “raises brand relevance, affinity, and loyalty”. I would add that by increasing these types of efforts a brand will also see higher volumes of conversations, more positive sentiment, and an increase in click-through/purchases online or off-line. I have seen alot of the Technographics data and this report is a great read and cut at that data. I would strongly encourage marketers to get a copy of the report.

Blake Cahill

Visible Technologies