Forrester Research has developed a typology for characterizing participation in online social networking activities, called the ‘ladder of participation‘.
Forrester Analyst Charlene Li says it is important 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. The report also lays out how companies can create strategies using Social Technographics. Companies seeking to engage customers with these new tools need to understand where their audiences are with this categorization.
52% of American online consumers (’Inactives’) have not participated yet in the social networking phenomenon at all. I guess in a closed society like
India there will be more ‘Inactive’ consumers. All of this is relevant to marketers as you assess step into the social networking arena.
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Hi, My name is Narayanan and i'm your resident blogger. Technology and internet have always fascinated me and that's the reason behind the origin of this blog. Thanks for visiting Tech Spikes :)
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