Forrester Research Puts Social Media Into Perspective

A new report from Charlene Li and Josh Bernhoff at Forrester Research 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.

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 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.

• Creators – publish web content 13%
• Critics – comment on other’s content  19%
• Collectors – use RSS,social bookmarks and tags 15%
• Joiners – use social networking sites 19%
• Spectators – read blogs, listen to podcasts 33%
• Inactives – not involved in any social media 52%

The report also offers insight into how Social Technographics profiles differ by primary life motivation, site usage, and even PC ownership.   

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.