The more things change, the more they stay the same. B2B marketing and publications will come back to building their own, targeted communities, where they can interact safely – and privately – with their partners, clients and customers.

“You don’t really have a social relationship with your customers,” analyst Nate Elliott wrote in a new report titled “Social relationship Strategies That Work.”

According to Mr. Elliott, top brands’ Facebook and Twitter posts only reach around 2% of their fans and followers, and less than 0.1% of fans and followers actually interact with each post on average. What’s more, Facebook announced last week that another tweak to its news feed algorithm will soon make it even less likely brands’ unpaid posts will actually be seen by users.

As a result, marketers hoping to interact with consumers online might be better off investing in social features that exist on their own websites, or in smaller, more niche social networks, Mr. Elliott said.

via Brands Are Wasting Money on Facebook and Twitter, Forrester Says – CMO Today – WSJ.

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