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Our commentary: Forrester share more insights from their regular research into online social behaviour. They note that for years we"€™ve seen increases in more complex, interactive social behaviors such as 'Creators'"€”those who generate social content including YouTube videos and blog posts. But for the first time, we"€™re seeing a change in the growth trend towards 'Joiners'"€”those who maintain a social networking profile.
If you haven't seen the Forrester Social Technographics Ladder we reference the latest version below and you can use the interactive consumer or business social profiling tool. It's essential technique to think through your engagement and content strategies for social media.
Social Technographics Ladder Source: Forrester Groundswell Blog
Marketing implications: There's not a single answer to this - other than ensure you factor this thinking in and of course understand your own audience across the many outposts that are out there.
The growth of users in social networks is showing no sign of slowing, yet this trend will cause marketers and those who produce social tools to focus more on how social content is consumed rather than how it is produced.
The article notes Twitter's new interface as favouring people who join to consume over those who join to participate. The question for me is whether this is a change in human behaviour that's hard to influence or is it down to brands, technologies and companies to better engage people who are not so keen to dive right in with their time, energy and content?
Recommended link: Forrester - why Are Social Behaviours Plateauing?
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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