[This is the second (of three) posts in a series about elemental social media.]



Creators – Bloggers, Videographers.

Critics – Reviewers, survey participants.

Collectors – these folks tag, vote and, gather information.

Joiners – your Event Participants, Volunteers, Advocates.

Spectators – your Followers.

Inactives – no engagement nor participation.

These are the folks that make up the Groundswell.

They’re participating online and your understanding and using technographics will help you to see these folks more clearly by providing you insights into 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 ladder moves (from the bottom-up) through passive to more active online behavior and involvement.

In a previous post, I spoke about Participation Strategy

Again, this strategy starts with listening to and, responding to people.

As far as objectives, in a B2B context, creators can assist with content generation for your marketing campaigns.

Reach out to critics to acquire online reviews that boost SEO and generate brand awareness. Think in terms of creating and sustaining an alliance.

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

If you’re a non-profit organization then, Joiners can help boost both your volunteer base and event attendance. Their participation also nurtures advocacy.

Spectators serve both aforementioned contexts as, they are taking in what you’re putting out and are most likely bookmarking, liking, commenting and sharing your stuff.

The technology (social media sites) should be used in the larger context of building a more effective online community.

More on that in my next post.

Thanks for reading.

Please leave a comment.

We learn from each other!



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