Know where, why, and when people want to hear from you

Often marketing teams neglect spending enough time up front on people and understanding their audience on social media. If you’re struggling with the question, “Do we need to be on TikTok?”, Forrester would suggest this is backwards thinking. Who is your target audience, then look at their preference for social networks and types of interaction. In this report, Forrester advocates following a POST methodology: People, Objective, Strategy, Technology. Read the report to dig in and start the process of better understanding your target audience's preference for engaging with you on social media, at what stage, and on which channel(s).