I do a blog series about how to develop a social media strategy together with my online wing-man Robert Nyberg a.k.a robsearch. In our last post about social media strategies we talked about: Who are you trying to influence with social media. We talked about how we can use the social thermometer to understand the current relationship with our audience. We can clearly see how stupid it is to focus on fans, followers and likes; because those metrics doesn’t say anything about your true relationship with your end user.
How do your audience use social media?
This is an important question to ask yourself and your social media team when you are developing your social media strategy. This is the fifth step and we can use some existing tools to understand what our audience is doing online. Forrester research puts together each year a study called the Social Technographics Ladder. Use this tool to get a high-level snapshot of the social technology behaviors of consumers. This tool gives you a picture of what people are doing online and Forrester breaks it down into different categories. In this example my settings are: Age 35-44. Country: Sweden. (Click the picture and set up your own settings for your country).
- Creators: Creators are 14% of the Swedish “online population”. This is people who have a blog or upload photos, videos and content.
- Critics: Don’t create and upload content. They are posting ratings and reviews of products and services. Leave comments on blogs and contribute to online forums and Wiki. (23%).
- Collectors: Use RSS feeds and vote for websites online. Add tags to websites, photos and videos. (7%)
- Joiners: Maintain profile on a social networking site. Visiting social networking sites. (40%).
- Spectators: Read blogs, listen to podcast, watch videos from other users, read online forums, read customer ratings/reviews. (68%).
- Inactives: None of the above. They are not involved in social media in any way. (22%).
Use the information in a strategy
If you want to create a content contest for your audience where they should create a video to participate, you will clearly see that your will get less entries if you ask the audience between 35-44 years old vs. 18-24 years. Because it’s a big difference in numbers of creators between the groups. You have to put yourself into the seat of your audience and give them the right social media assignment, and start the engagement from that point.
Flowtown social media demographics
Who is using which sites? I like this info graphic to get a quick snap shot of where your audience is hanging out. Because when you have the correct assignment for your audience you need to engage with them on the right place.
Flowtown – Social Media Marketing Application
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