Social media has fundamentally changed how consumers interact with each other and with brands. As
a result, marketers tell us that they now consider this new channel to be a critical component of brand
building. And while many marketing leaders are asked, “What is your social strategy?” the real question
is, “How does social media change the brand strategy?” In this report, Forrester identifies three ways in
which social media can help marketers’ brand building efforts by: 1) building a relationship to become
more trusted; 2) differentiating through an emotional connection to become more remarkable and
unmistakable; and 3) nurturing loyal fans to become more essential.