Forrester Research in a report released in October noted that social media site Facebook was failing marketers, not delivering on its promise to revolutionize marketing. Now in another report the firm is questioning the marketing value of Twitter.

According to new Forrester data, 60 percent of companies market on Twitter today, but just 55 percent of Twitter marketers are satisfied with the business value they achieve. Less than half are satisfied with the site as a marketing partner.

In some instances, marketers are actually using Twitter to target the wrong objectives, and this is why they are still searching for greater value, according to Nate Elliott, Forrester vice president and principal analyst.

"Most say their primary objective is either building brand awareness or increasing brand preference,” Elliot said in a statement. “But people are more likely to engage with brands on Twitter after they're already customers. [The result is] a mismatch between consumer behaviors and marketer expectations."

Twitter still must do more to support marketers, and it must do so quickly, Elliott said, despite having a relatively young marketing business. He thinks Twitter is heading in the right direction, “and if it can help marketers build genuine connections with their customers, rather than just running ads, then Twitter could become the go-to site for the kind of social marketing that marketers are hungry for — the kind of social marketing we believe Facebook has left behind."

 

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