Social's future is not community

This article argues that brands need to ditch community-based social strategies because they don't work and instead focus on the areas in which social is truly valuable: advertising, customer service and data.

Social's future is not community

Darika AhrensForrester Research

Brands need to ditch the community ideology. Then invest in the parts of social media that are working: advertising, customer service, and data.

This article is from the 50th anniversary issue...