The Social Technographics Profile

Chapter 3 of Groundswell by Charline Li and Josh Bernoff (2011) talks about what the social technographic profile stands for and how to use the profile as a social strategy by building a connection with your customer. The creation of a social technographic profile of your customer can be done by some research of the target market and resulting on the outcomes you will see what your customers are engaged in.

On pages 43-45 in chapter 3 of the book Groundswell (2011) shows the different types of groups of a social technographic profile. The first group is called creators, which is at the top of the ladder and consists of people that publish blogs and web pages, upload videos and music, creating articles and stories. These people that belong to the group usually publish articles, blogs and media at least once a month. The second in the ladder is the conversationalists and what they do is consistently update a post or a status on a social networking site. Such as consistently tweeting or updating a Facebook status. Third group are called the critics. This group consists of individuals that post reactions to others posts such as commenting,  replying and reviewing. Collectors are a group that save all types of URL’s and that use RSS feeds. This group plays an important role in contributing to the amount of content that is produced by the creators and critics. Joiners are a group of individuals that join and maintain a social network, this includes people that network and stay connected but not consistently. Spectators are a group that are online but do not contribute to the content such as reading blogs, watching videos, reading comments and reviews. The last group of individuals and at the bottom of the ladder are called inactives, which they do not participate in any of the activities mentioned by the other groups.

Statistics are shown in the book, Groundswell, where young men are more active creators and critics than younger women but young women are more likely to be conversationalists than younger men. It also shows that more younger people are active in groundswell than an average person and about 80% of younger men and woman join social network websites. The chapter also provides different statistics between the groups within different countries, political parties, and companies and they all have different outcomes.

The picture below shows the different groups within all genders and ages. The target market is contributed heavily on spectators with a 64% and joiners with a 57%. The outcome of why individuals participate in Groundswell is so people can keep the friendship, make new friends, peer pressure, contribution, to create and to validate.

Forrester consumer technographics


Li, C., & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies. (expanded and revised edition). Boston: Harvard Business Review School Press.




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