Social Technographics were designed to help businesses engage in social media with a more human approach, catering to individuals where, when, and how they are participating and contributing to the social Web. According to Forrester research…
Many companies approach social computing as a list of technologies to be deployed as needed – a blog here, a podcast there – to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. Forrester categorizes social computing behaviors into a ladder with six levels of participation; we use the term “Social Technographics” to describe analyzing a population according to its participation in these levels. Brands, Web sites, and any other company pursuing social technologies should analyze their customers’ Social Technographics first, and then create a social strategy based on that profile.
The hierarchy was presented as follows:
Creators, those who publish web pages, blogs and other social objects – 13%
Critics, individuals who comment on blogs or post ratings and reviews – 19%
Collectors, those who use RSS and/or tag Web pages – 15%
Joiners, people who are active in social networks – 19%
Spectators, content consumers who read blogs, watch user-generated videos, and listen to podcasts – 33%
Inactives – 52%
Today I was pointed to a great post by Brian Solis about Behaviorgraphics – a way of visually representing the behaviors of people who use social media. The data is pretty interesting – whereas some “experts” would have you believe that everyone and their brother is creating online content, the actual numbers suggest quite differently. While most people are participating in social activity online, it’s often at much more of a spectator level – they’re reading content and listening to podcasts, or they’re joining into conversations already in process.
How does this affect your social media strategy?