My people!


In my last post, I spoke about getting and keeping the attention of your online community.

Here are some ways to dig a little deeper into the “who’s who” within that group.







These are the folks that make up the Groundswell.

They’re participating online, and your understanding of their activities will help you to see more clearly both who they are and what they’re doing. You can then engage them according to what you’re looking to do when using social media as part of your overall marketing strategy.

*note – simply using social media does not constitute a marketing strategy*

The technographics “ladder” (above) moves from the bottom-up, from a passive to a more active online behavior and involvement.

In a previous post, I spoke about participation strategy. This starts with listening and responding.


Consider your audience and what they will take away from your update. How will they react to what you share?

Where do they prefer to participate online? LinkedIn, Facebook, Instagram, Twitter? Or, perhaps they follow your blog.


What are you looking to accomplish by posting your content?


Does your sharing support your overall social media plan?

If you have not yet set goals, or have any idea of where to start, then consider the following ideas.

Creators can assist with the objective of content generation for your marketing campaigns.

Reach out and embrace critics to generate brand awareness. Do this in the spirit and context of creating and sustaining an alliance.

Think about engaging donors!

Connect with collectors to gain insight into brand perception. They may very well recommend your organization’s services to others based on the information they have gathered about what you do.

Think about recruiting volunteers!

Joiners can help boost both your volunteer base and event attendance. Their participation also nurtures advocacy.

Spectators are taking in what you’re putting out and are most likely bookmarking, liking, commenting and sharing your stuff.

Think about the trifecta of donor, volunteer and board recruitment!


Chosen social media sites should be used in the larger context of building a more effective online community.

Each site has its own particular tempo and feel. Knowing this, you may want to follow some tips that I shared in this post about how often to share on social media.

Headers and topics on Facebook will not be perceived the same way on LinkedIn. Things on Twitter tend to have a shorter shelf life, so be prepared to share the content at hand more than just once. Keep in mind that Instagram is visual first, and any links can only be shared in your bio.

I base a lot of what I share according to the bio on each of my social profiles, again considering the vibe of the social site at hand.

Do you know your people?

About the Author

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Posts