It is said by Groundswell that individuals fit into 1 or more of the 6 categories.
- Creators – may create blogs, websites, etc.
- Critics – participate in communities, blogs, commenting, etc.
- Collectors – bookmark websites
- Joiners – join communities e.g. Facebook
- Spectators – just read
- Inactives – don’t use social media at all
Over the years, the Social Technographics ladder evolved, with the numbers growing and shifting as social media grew in prominence among mainstream users. In January 2010, Forrester’s Josh Bernoff released an update to the popular Social Technographics ladder to visualize and categorize the current state of how consumers participate in the social Web. As you can see, behavior shifted upward in droves, in some cases doubling the level of engagement within roles that define social experiences. The definitions have also evolved to better reflect the online activity of today’s socialites.
Creators
2007 – 13%
2010 – 24%
Critics
2007 – 19%
2010 – 37%
Collectors
2007 – 15%
2010 – 20%
Joiners
2007 – 19%
2010 – 59%
Spectators
2007 – 33%
2010 – 70%
Inactives
2007 – 52%
2010 – 17%
“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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