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.



The Opportunities of Social Media

Social media has been growing for years now and since 2008 studies have shown that more users are now joining social network websites. I read an article called “Users of the World Unite! The Challenges and Opportunities of Social Media” by Andreas M. Kaplan and Michael Haenlein (2008) that states employers and decision makers are now using social media as a guideline to promote, create and establish careers. Blogging is the earliest form of social media ( Kaplan & Haenlein, 2008). The article also states that social media has plenty of opportunities for businesses such as collaborative projects, blogging, content communities, social networking sites and virtual games and social worlds. For a business to gain an advantage through social media, each company needs to comply with the five points about using social media and five points about being social. The main points on using social media are choosing the content carefully, picking an application, ensure activity alignment, media plan integration and access for all individuals. The five points on being social that a business needs to take into consideration are to be active, stay interesting, be humble, be unprofessional, and be honest. Since today is all about social media, taking these points into consideration while working for or running a business can help keep social media as a guide.

The article gave me great idea’s to how I can keep social media as a tool for help after I graduate from NAIT. The industry that I have always wanted to work for is the financial sector of the government of Alberta. I think working for the government of Alberta has great benefits and is safe during economic downturns. I have a family friend that works for the company and talks really great things about working for them. I have been applying through the website and staying up to date with any new job postings. Using social media helps because a social networking site such as LinkedIn allows me to set up a profile and follow the company so I am able to keep up with company news and network with employees that work within the government.

The article gave me some advice in regards to watch what I post because I have to keep track of the content posted because it is public so anyone can see it including the employers themselves. Another great idea I learned from the article is to stay active. Staying active and keeping up to date with a company gives you more knowledge and shows that you really want to work for them. Social media gives me a great opportunity in getting a job with a company that I want. I just need to put effort in what I post and as well watch what I post.


Haenlein, M., & Kaplan, A.M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons (53) 59-68.

Image retrieved from


First blog post

Hello everyone!

Welcome to Blogging with Mervat. My name is Mervat Karout I am in my fourth year of the Bachelor of Business program at NAIT. This blog is created for my social media marketing class that I will be attending from January till mid April. My blog posts are going to be about readings and articles of how social media affects our lifestyle by the challenges and opportunities we intake from them. I will not only be blogging about a basic summary of an article, journal etc. but more of a reflection and how it will be relating to an industry I would want to work for after graduation.