Why Read This
Many companies approach Social Computing as a list of technologies to be deployed as needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to 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 a population according to its participation in these levels. Brands, Web sites, and any other companies pursuing social technologies should analyze their customers' Social Technographics first and then create a social strategy based on this profile.
Tags: Brand & Product Web Sites, Consumer Electronics & Technology, Customer Experience Management, eCommerce, eCommerce Adoption, Emerging Media, Emerging Methods, Interactive Marketing Strategy and Process, Multichannel Customer Experience, Social Computing, Social Marketing, Social Media, Web 2.0, Web Design & Usability