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Social technographics is the study of people’s activities in

Social technographics is the study of people’s activities in groundswell. Groundswell is a social trend in which people use technologies to get things they need from each other, rather than from organizations. For example; people buying products from EBay rather than a traditional department store’s.

SocialMediaModels_SocialTechnographicsLadder_Forrester

Source: Forrester research, Inc.

Forrester’s ladder is a tool that categorizes people of how they use social technologies. Knowing where your customers stand in the ladder lets you think of ways on how to reach those customers.

This is Forrester’s Social Technographics tool to get a snapshot of the social technology behaviors of customers. It can show you how social participation varies among your customers globally and can help you plan a targeted social technology strategy.

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I chose to look at women’s behavior in Canada ages 35 to 44 and as you can see, the highest percentage is 63% which are under the category “joiners”. These women maintain a profile on a social media network site and visit other social media sites.

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