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Print Edition StoriesThursday, July 2, 2009
Inside Social Media
How people are using social media
By Mass High Tech staff
MHT's Jim Connolly: Social network sites focus on niches, sports
MHT Editor Doug Banks on NECN: How companies are using social media
MHT Editor Doug Banks on NECN: Decoding the Gen Y workforce
Social media has its share of different roles, according to Forrester Research Inc., which segments users into six categories. Most people are still “spectators”:
77%
The number of business technology decision-makers who engage in social media on the job.
51%
Business technology decision makers who feel social media doesn’t play an important role in the purchasing process.
Creators
27% publish a blog, publish web pages, create/upload video or music, or write articles and post them online.
Critics
37% post reviews of products or services, comment on some else’s blog, or contribute to online forums.
Collectors
29% use RSS feeds, vote for websites online, or add tags to web pages or photos.
Joiners
29% maintain a profile on a social networking site or visit social networking sites.
Spectators
69% read blogs, listen to podcasts, watch video from other users, or read online forums and reviews.
Inactives
23% do not participate in any social media activities for work purposes.
Source: Forrester Research Inc. survey of 1,200 business technology decision-makers in North America and Europe.
What you need from social media
CUSTOMER OBJECTIVES
- I want to find answers to my questions
- I want to connect with people who share my concerns, my interests, and/or my past
- I want to let other people know about things that I think are important
- I want to identify the right/best product or service to purchase
- I want to have some input into things I care about
BUSINESS OBJECTIVES
- R&D: I want to develop innovative and easy-to-use products and services
- Content/Editorial: I want to create content that is interesting, timely and exclusive
- Sales: I want to know the issues that customers have around purchasing. I want to learn what messaging is most effective for selling
- Product marketing: I want to improve product adoption
- Service and support: I want to reduce support costs
- HR: I want to identify top performers
- Brand marketing/PR: I want to increase awareness of our products and services. I want to know about image problems before they do any damage.
Source: Customers.com research from the Patricia Seybold Group.
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