The newest Forrester Wave on social listening platforms expresses disappointment in the category
The report says there are too few differentiators and not enough integrated use of the data across the entire enterprise.
The coverage by social listening tools is expanding beyond social networks, but there are few clear differentiators between vendors and social data is still not extensively utilized across customer companies.
Those are some of the main takeaways from the new Forrester Wave quarterly report, “Q3 2018 Global Social Listening Platforms.” (Available as a free download from some of the mentioned vendors, such as Talkwaker or Synthesio, both of which require user registration.)
“In our 2016 Forrester Wave ™ evaluation of social listening platforms,” authors Jessica Liu and Arleen Chien write in the newest report, “we acknowledged that the technology had great potential, but its heyday was still to come. We’re still holding our breath in 2018.”
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.