This week in our Social Media Marketing course, we tackle the different types of “Social Technographics Profile.” The third chapter in the Groundswell book goes to explain and help us understand how people use various social media technologies (Li & Bernoff, 2011). It is categories into seven groundswell profiles. Creators are the first category. They are the people who supply or creates content online and usually post at least once a month. Conversationalists are the people who engage in a dialogue or updates the users. The third category is the Critics. They are individuals who post ratings or reviews about different products, and they also contribute to wiki. Critics add value to the groundswell by helping others make the right decision.
Collectors are people who save URLs and tags on social media bookmarking services such as Delicious, to organize the contents online (Li & Bernoff, 2011). Joiners, on the other hand, they are the people who actively participate online. Spectators are the ones that consume online information posted by others. The last category is the Inactives. They are people who do not participate in social media or even use a platform. Social Technographics Profile is one of the tools that help companies determine how they are going to approach their target markets.
Toms Shoes, one of the shoe companies that reaches and knows their target market. They have created a website that provides blogs about how the money you pay for one shoe is use and how they help those in needs. The company attracts mostly Spectators and Critics. As mentioned, Spectators are those people who read blogs or review them. I believe that the target market is young adults who can afford the products of Toms Shoes and individuals who cares about others. Spectators can learn more about Toms Shoes by visiting their website and the blogs they posted every month. The company also has YouTube and Twitter account where critics can post their reviews or comments on the products they buy. This adds value to the business by taking into account the reviews of the critics. Toms Shoes has used the platforms in groundswell to reach their target market.
Li, C. & Bernoff, J. (2011) Groundswell: winning in a world transformed by social technologies. Boston, MA: Harvard Business School Publishing