167570 Resource 81698 49412 49412 1177856170320 1177856170320 Controlled Social Technographics Can Guide Your Web Content Strategy

Forrester Research Puts Social Media Into Perspective

<p>A <a href="http://blogs.forrester.com/charleneli/2007/04/forresters_new_.html">new report from Charlene Li and Josh Bernhoff at Forrester Research</a> says that most companies get involved in social media in a haphazard way - a blog here, a podcast there  - with no coherent web content strategy based on audience needs.</p><blockquote dir="ltr" style="MARGIN-RIGHT: 0px"><p><em>Start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for.</em></p><p dir="ltr"><em>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. </em></p></blockquote><p dir="ltr">The basis of "social technographics" is the level of consumer participation and they have developed a 'ladder' to show how to use this as a strategy guide.</p><ul dir="ltr"><li><div><font face="Helvetica">Creators - publish web content 13%</font></div></li><li><div>Critics - comment on other's content  19%</div></li><li><div>Collectors - use RSS,social bookmarks and tags 15%</div></li><li><div>Joiners - use social networking sites 19%</div></li><li><div>Spectators - read blogs, listen to podcasts 33%</div></li><li><div>Inactives - not involved in any social media 52%</div></li></ul><p><font face="Trebuchet MS">The report also offers insight into how Social Technographics profiles differ by primary life motivation, site usage, and even PC ownership.   </font></p><p><font face="Trebuchet MS">Makes good sense to plan your social media and web content strategy around solid research on your target audiences.  The basics of good marketing and PR still apply.</font></p> 10 application/xml false Charlene Li Forrester marketing PR social media social technographics Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 5.1; .NET CLR 1.1.4322; InfoPath.1; .NET CLR 2.0.50727; .NET CLR 3.0.04506.30) 127.0.0.1 127.0.0.1 sally false true false false true 177676 false false true false false false true 81698 blog blogsite/Falkow/web