Social Media Marketing Strategy
What’s your social media marketing strategy?
Your customers (clients, buyers, sellers) are spending more time in social spaces than ever before. What are they doing there?
Are they visiting Facebook a couple of times a day to check status updates? Learn what famous movie matches their personality type? Send birthday cards?
Maybe they spend time on YouTube listening to the next Idol from Wales. Perhaps they linger on coupon shopping sites.
People have different levels of commitment in social media, so learning your customers social networking behaviors is critical to developing a social media strategic direction.
Forrester Research has grouped consumers into six different categories of participation they term Social Technographics:
At the heart of Social Technographics is consumer data that looks at how consumers approach social technologies – not just the adoption of individual technologies. We group consumers into six different categories of participation – and participation at one level may or may not overlap with participation at other levels. We use the metaphor of a ladder to show this, with the rungs at the higher end of the ladder indicating a higher level of participation.
A strategic approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. Translation – observe and listen.
The metaphor of a ladder is used to describe the six levels of participation, with rungs at the higher end indicating a higher level of participation:
- Creators
- Critics
- Collectors
- Joiners
- Spectators
- Inactives
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