Segment Social Media Behaviors To Improve Tech Vendor Marketing Plans

Forrester's Social Technographics® survey, now in its second year, depicts the social media behaviors of more than 1,000 tech buyers from around the world. Tech marketers can use this data to plan marketing programs, campaigns, and collateral, each of which is now affected by the inclusion of social media. Marketing is all about segmentation — understanding and addressing the specific needs of well-defined target buying audiences — and this principal applies equally to the adoption of social media in a marketing mix. Segmentation of the Social Technographics data reveals that the social media behaviors of tech buyers vary across the segments. Tech marketers should analyze the data in detail to identify the most effective social media tactics, using Forrester's POST (people, objectives, strategy, and technology) methodology for social media adoption.