I missed this a couple of weeks ago and wanted to get it up on the site as a reference point. Forrester released their Third Annual Technographics Profile and the data points of a broadly evolving series of social interactions across social media.
The eye-catching headline is that four out of five adults online in the US are active in social media.
A more significant development is the growth of what Forrester calls Spectators and Joiners. The early adopters of social media were content-creators; the late adopters, who will drive the ultimate character of social behavior online, are more passive, according to the Forrester taxonomy.
As I’ve pointed out before, I believe that Forrester’s segmentation of consumers misses a key activity: Sharing. The Joiners are likely leveraging Facebook’s social operating system to post photos, comment, play games and share information. These are highly social activities, which are distinct from the intentional process of composing and creating content (such as this blog, for instance.)
The Social Technographics Ladder is included below for reference.
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Great data showing how relevant social media is, and the huge upsurge in just two years
From a book-related startup that I've been working on some time ago we learned that there is a steady upward mobility along the social technographic ladder.
The catalyst that causes this mobility is content.
If content is highly targeted and engaging, inactives will start reading, joiners will start reading more and collect, critics will start creating, and creators… well, will keep on creating, since they are the producers of the catalyst.
Eventually with the help of upward mobility more and more users create, which leads to an increase in the amount of catalytic content, which speeds up the upward mobility trend.
In the utopian world, (and honestly I see us getting there some time soon), everybody will move to the “creator” position of the ladder.
From a book-related startup that I've been working on some time ago we learned that there is a steady upward mobility along the social technographic ladder.
The catalyst that causes this mobility is content.
If content is highly targeted and engaging, inactives will start reading, joiners will start reading more and collect, critics will start creating, and creators… well, will keep on creating, since they are the producers of the catalyst.
Eventually with the help of upward mobility more and more users create, which leads to an increase in the amount of catalytic content, which speeds up the upward mobility trend.
In the utopian world, (and honestly I see us getting there some time soon), everybody will move to the “creator” position of the ladder.
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