Dive Brief:

• According to the “Social relationship Strategies That Work" report from Forrester, marketers could be wasting money and resources on social networks like Facebook and Twitter. 
• The report points out that top brands only reach approximately 2% of their followers with each Facebook or Twitter post—and only 0.1% of followers actually interact. 
• The report suggests brands might have better success utilizing social aspects of their own sites or accessing niche sites, which ties in with Forrester's prediction that branded communities will make a comeback in 2015. 

Dive Insight: 

Social communities are over saturated and Facebook's continuous changes have really hurt organic reach, so Forrester is probably right. Social media resources could be allocated in a more effective manner. It might be extreme to abandon social sites altogether— at least until branded communities and niche sites become more established. Forrester's predictions should, at the very least, start a conversation among marketers on ways to reapproach social media tactics.