Social Media Profiling Tool

Kudos go out to Charlene Li and Josh Bernoff from Forrester.  Their upcoming book Groundswell is bound to be a must-read if you're interested in social media.

On the book website is a social technology profiling tool that is very cool.

You can select an age group, country and gender you're interested in.  Based on your selection, you will see a profile of that demographic group's level of participation in social media based on data from Forrester Research Technographics® surveys, 2007. 

Using this tool you can begin to learn about consumer behavior on the web in different countries, which is important if you want to use social media to reach a particular demographic.  For example, 8 percent of women my age in the United States are "creators" of social media - blogs, web pages, posting videos, etc.

Social media participants are designated by where they are on the "rungs" of what Forrester calls The Social Technographics Ladder:

• Creators who generate and contribute content
• Critics who post comments to web content generated by others
• Collectors who organize web content produced by others for themselves
• Joiners who have a profile and connect with others on social networks like Facebook
• Spectators who consume content generated by others
• Inactives who do not participate at all

You can find further details on the Social Technographics profile at the Groundwell website. 

Charlie and are looking forward to meeting Charlene and Josh at the Blogger Dinner in New York next week.

Comments

[Anne Pauker Kreitzberg]

Glad you find it useful, Chris. I hope others will find time to check it out as well. If you have any experiences with the tool, I hope you'll share them! Best, Anne

[Chris Kovac]

Thanks for the wonderful information on profiling in the Social Media Space. Very helpful to pass on to internal marketing staff and of course the client!

[Anne Pauker Kreitzberg]

Thanks for pointing it out, Josh. Links should work just fine now.

[Josh Bernoff]

thanks for the shout-out.

BTW the link to the site isn't spelled right so it doesn't work -- might want to fix that. It's groundswell.forrester.com