December 9, 2011
Since 2007, Forrester has been advising companies about how to use its POST— people, objectives, strategy, technology — methodology to develop social media strategies that help them engage with their audiences via social media. Since then, social media uptake has grown enormously, and brands now have a multitude of social platforms from which to choose. Before you decide which platforms to go with, do you actually know where your audience is in the social media world?
Even today, when social media usage is close to mainstream in the US, different target groups still show different behaviors. For example, when you want to target moms, you have to understand what makes them tick online.
Forrester’s Technographics data shows that the majority (71%) of US female Internet users are Joiners and Spectators. They maintain their profiles on social networking sites and actively consume shared content online. This shows that it is important for brands to have a website, a blog, videos on YouTube, and a social network presence. It is also important for brands to update the information on their website or social network profile regularly and make it both informative and entertaining.
About one-third of US online women like to comment on blogs and post ratings/reviews. And, in the age of the customer, there’s little doubt that they speak their minds. So brands not only need to embrace these voices online, but they also have to encourage their customers to leave (positive) comments — because when it comes to influencing purchase decision, like for example travel, the 71% are reading what the 35% have to say.