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For B2C Marketing Professionals

Introducing The New Social Technographics®

How Conversationalists Change The Marketing Landscape

January 15, 2010

Primary author headshot


  • By Josh Bernoff
  • with Emily Riley,
  • Cynthia N. Pflaum,
  • Thomas Cummings,
  • Angie Polanco,
  • Jennifer Wise

Why Read This Report

Social technologies have arrived big time. Facebook and Twitter are on the vanguard of much of the most active online social activity. When we created the Social Technographics® ladder of behaviors, we anticipated most categories of social behavior that continue today with one exception: the rapid conversations that take place in tweets and Facebook status updates. To reflect the new behavior, we've added a rung to the Social Technographics ladder: Conversationalists, a group that starts out with 33% of the online population (compared with 70% who consume social content and 59% who use social networks). Marketers should still analyze the behaviors of their target audiences, but now analyzing markets by segment has become more important.

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Table of Contents

  • The Rise Of The Conversationalists
  • Using The New Social Technographics To Analyze A Market Strategy

  • Social Saturation Suggests A Segmented Strategy
  • Supplemental Material
  • Related Research Documents