In their 2008 book, Groundswell (Harvard Business Press), Charlene Li and Josh Bernoff classify online consumers and their engagement with social media. This is a useful tool when considering the use of social media with your customers.
The Social Technographics Ladder
1. Creators - publish a blog , web pages, upload videos, music and articles they have created.
2. Critics - post ratings/reviews of extra services, comments on other blogs, contribute to forums and wikis.
3. Collectors - Use rss feeds, add tags to pages and photos, vote for websites.
4. Joiners - maintain profile on social networks, visit social networking sites.
6. Spectators - read blogs, watch other user videos, listen to podcasts, read online forums, read ratings and reviews.
7. Inactives - don't get involved in social media activity at all.
How would you classify your customers/clients?
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