Forrester’s Social Technographics Ladder classifies how people are using social media. Organisations can use these categories to build their social media strategy – by analysing their customer base to understand how their target audience is engaging with these tools, and building strategies around each of these categories to reach, engage and converse with their audience.
On January 19, 2010, the ladder was updated to include, “conversationalists” to incorporate people who update their social networking status (e.g. on Facebook/Twitter) to converse.
The key to leveraging these tools is to know your audience. There are numerous process models available for people to build out their strategy (e.g. Forrester’s POST method), but the first step is to determine your objectives and understand where your audience is congregating online.