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Understanding Social Technographics

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.


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.


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.


Information a company needs to know when deciding to use Social Media

After reading the article“Users of the world, unite! The challenges and opportunities of Social Media” by Kaplan, Andrea and Haenlein,

images (10)Michael, the ten pieces of advice for companies deciding to use Social Media is what caught my interest.

This information is a guideline to help people move into the right direction because Social media is growing significantly at a fast paste. Since the components consist of Social Media, the first 5 points are on Social, and the next 5 are on Media.

Social Media is all about participating, sharing and collaborating rather than advertising and selling.

1.      Make a right choice.

There are many options of Social Media application, for that reason you should choose carefully. If you are not “active” in the application, images (12)it will not work. When deciding you must think about the “message” you’re trying to get out and which “target group” you want to hear the message.

I have tried a few social networking applications myself, such as, Hi5, MyLife, Bebo, tagged and facebook. I was searching for the right one to keep in touch with my family and friends. The one that works best for me is facebook because my friends and family were all on facebook.

2.      Make or buy.

The next step is to decide whether to choose an existing Social Media application or make your own. The only reason to make your own is if there is “no” application that has the target group you want to reach.

The industry I am interested in is Childcare and I would like to find a Social Media application that has users specifically interested in Childcare (daycares, schools, head starts, and pre-schools., etc), where advice, stories and successes can be shared. LinkedIn has a variety of industry groups that I am still researching and learning

images (13)about, this might be a good place for me to start, since they have numerous participants already.

3.      Alignment

If you decide to use several Social Media applications to reach the largest target groups possible, you must make sure all your activities are aligned with each other. It can be a profitable strategy if it is done properly.

4.      Integration is key!

mentos-diet-cokeThe relationship between social and traditional media is that they are part of the “corporate image” in the eyes of the customers. A great example is when the experiment of “Diet coke and Mentos” went viral in YouTube and then aired on the Letterman show. This is what you call low cost media coverage.

5.      Who has access to the site?

Lately a lot of companies block Social Media applications such as download (2)facebook from the work place to avoid the over use of it, and employees not being productive. A company must work out some kind of system where employees can update, respond to comments; give feedback etc when using an application because after all it’s all about being active.

6.      Being active!

Being active means staying on top of things, building relationships through actively being involve in the preferred application by having new content and engaging in the conversations with customers or potential customers.

7.      Listen, develop and post

These three steps will help you deliver interesting content that meets the expectations of your customers (people) and make them want to come back for more. I know I don’t like to read or pay attention to things that are boring and has no value to me.


8.      Learn, practice and participate!

Be humble about where Social media came from and realize it’s been around long before you stumbled upon it. Take the time to learn about the site, its history and rules. Explore it before participating. Once you understand what the site is about then participate. This means feedback is critical, don’t just post and re-post.

I have recently signed up in LinkedIn and I am taking the time to learn more about it before I start posting. I am building up my profile first then I will start commenting and engaging into conversations.

9.      Blend in

Social Media users are people just like you, so don’t over use professional content that is hard to understand. Using personal stories about making mistakes or anything the user can relate to because it’s useful and free advice.

10.  Honesty

Bottom line, no one wants to be reading misleading information. Some sites are known for the content to be true, such as, Wikipedia and they don’t allow “companies” to add-in information about themselves. If a company tries to get involved by using a different account, they will find out and will put a stop to it. These are some of smartest people online that we deal with, so respect the rules of the game and be honest.

This article describes the challenges and opportunities of Social Media and I (Renita) believe’s that being knowledgeable about the applications is an opportunity for the user.