A recent talk by the CEO from Forrester reported that “Americans are spending more time on social media than volunteering, praying, talking on the phone, emailing, or even exercising.”
I think it’s also true that 2012 will be the year that B2B gets on board with social media as part of their marketing strategy (for those that haven’t already, of course).
Before the holidays, I attended a talk on social media in a healthcare setting that introduced me to the fascinating Forrester Social Technograhics® ladder:
This ladder groups consumers into seven categories, based on how they use social media. Clearly, people can fall into many different categories on this ladder. The only exclusive one is the “Inactives”. And that’s getting to be a smaller and smaller pool every day.
The only thing we can’t figure out here at ThinkResults Marketing is where are the Broadcasters? A general trend we’ve noted in our social media work is that people tend to post tweets to Twitter but very few actually engage in conversations on Twitter. We see that some on Facebook and LinkedIn but it’s most common on Twitter. Something about the interface, I suspect.
So we think Forrester needs to add a “Broadcaster” rung between the “Critics” and the “Conversationalists”.
What kind of user are you? What kind of users are in your target market? If you don’t know, we can help you find the answers.