“Taken together, the Social Technographic groups make up the ecosystem that forms the groundswell. By examing how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.” – Forrester

As part of a successful social media campaign, its important to know the audience with whom we are sharing the content and creating the content for.

I came across this insightful categorization from Forrester, that provides a categorisation of your Social Media users, using the Social Technographics ladder on the basis of their level of activity on your Social Media Channels

To enable an engaging social media strategy, it will be important to guide your followers across the various steps in the ladders, leading them from being Inactives to being Creators of thought leadership content.

By examining each sub-group, social media strategists can determine which sorts of strategies make sense to reach their target customers. Companies that can understand the typography of their end customers can therefore better target their audience with topics and articles of relevance.

Based on the Forrester Social Technographic ladder of engagement, the people participating and engaging with your content has been categorized by Forrester with the percentage for each type of person.

Suggested Reading

Forrester: Consumer Technographics https://www.forrester.com/data/consumer/dashboards
Forrester: Consumer Technographics https://www.forrester.com/data/consumer/reports
How To Create A Social Media Marketing Plan In 6 Steps http://ow.ly/USsyb
The Data Digest: Twitter And Social Technographics by Reineke Reitsma | Forrester Blogs http://blogs.forrester.com/market_research/2010/01/the-data-digest-twitter-and-social-technographics.html
The Data Digest: Introducing Forrester’s Empowered Customer Segmentation http://blogs.forrester.com/anjali_lai/16-07-12-the_data_digest_introducing_forresters_empowered_customer_segmentation
The Social Marketing Playbook For 2016 https://www.forrester.com/The+Social+Marketing+Playbook+For+2016/-/E-PLA124

How do you plan on using this categorization for your Social Media Strategy for your own brand? I look forward to hearing back from you with your thoughts and insights.

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