According to the the Forrester Research Social Technographics report, social technology, or web 2.0, behaviors can be categorized into a ladder with six levels of participation (via ZDNet) -
- Creators (13%): Publish web pages or blogs, upload videos to video sharing sites.
- Critics (19%): Comment on blogs, post ratings and reviews.
- Collectors (15%): Use RSS, tag Web pages.
- Joiners (19%): Use social networking sites.
- Spectators (23%): Read blogs, watch peer-generated video, listen to podcasts.
- Inactives (52%): None of these activities.
The percentages don’t add up to 100% because, apart from the inactives, the other five levels of participation overlap with each other.
Forrester recommends that instead of looking at Web 2.0 as a list of technologies to be deployed on an ad hoc basis, marketers should first analyze where their customers are on the Social Technographics ladder and then create a Web 2.0 strategy to transition them to the next step.
Here are my top of the mind thoughts on the Social Technographics report -