Predictions 2016: Social Media Risk

Social media is an important — and therefore risky — engagement channel for organizations. Companies looking to thrive in the age of the customer leverage social to strengthen their brands and connect with customers. But the possibility of mistakes and malicious behavior fuels the risk of exposing data, eroding the brand or otherwise hurting the company's top line. This brief predicts the six most significant changes we'll see in social marketing in 2016, highlights the relevant risk and compliance implications, and offers advice for how S&R pros can mitigate these risks and better protect their brands.

Publication: 
Forrester
Author: 
Hayes, Nick; Liousas, Erna Alfred; McClean, Christopher; Paderni, Luca S.; Elliott, Nate; O'Malley, Claire; Lesperance, Nicole
Document Type: 
Research
Paywall: 
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