Acronym

Forrester Research recently released a report, Social Technographics, which is a must-read for associations ramping up social media marketing efforts. Charlene Li of Forrester writes:

"Many companies approach social computing as a list of technologies to be deployed as needed – a blog here, a podcast there – to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for."

The report recommends a ladder approach to social media.

Consumers are grouped into six different groups: Inactives, Spectators, Joiners, Collectors, Critics and Creators. Associations can use the ladder to see which media marketing tools should be deployed first. (Or poll your members and see where they fall on the ladder - your "consumers" might be very different than the national average.)

Even if you don't poll your own members, the research here is a great resource to show others at your association why social media marketing efforts are needed. After all, if 52% are inactive, that still leaves 48% who are active at some level. (Pretty big numbers)

[ Thanks to Sally Falkow of The Leading Edge blog for information on the report ]