June 3rd, 2008
The Social Web is Not Flat (Part I): Forrester Research Social Technographics Profiles
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Quick Summary: I use data from Forrester Research to compare the social technographics profiles for USA/ Europe with Japan/ Metro China to kick off my series on how the social web is not flat.
Forrester Research analysts Charlene Li and Josh Bernoff have played an important role in increasing our understanding of the social media space over the last year, both through their book Groundswell: Winning in a World Transformed by Social Technologies (website) and their Social Technographics Study.
The Forrester Research Social Technographics Study classifies consumers into a ladder with six overlapping levels based on their of participation in social media. The six levels in the Social Technographics Ladder are –
1. Creators, who publish blogs, maintain websites, or upload self-created photos, podcasts or videos on social sites (like Flickr or YouTube).
2. Critics, who post ratings and reviews of products and services on user review sites (like Amazon), comment on someone else’s blogs or contribute to online forums or wikis (like Wikipedia).
