The Social Contact Centre

to a social networking way of working through the eyes of a Contact Centre manager

Posts Tagged ‘Forrester

Know your audience

with 2 comments


As with any other activity, with Social Networking you need a plan: Why are you tweeting/blogging/facebooking? There are a lot of ways that this can be expressed but the root of this must be your audience. In the excellent Groundswell: Winning In A World Transformed By Social Technologies (@groundswell), Josh Bernoff (@joshbernoff ) and Charlene Li (@charleneli) lay out the kind of audience profiling which would be effective, categorising those of your audience who are active in social networking on a “Technographics Ladder” as:

  • Critics
  • Inactives
  • Spectators
  • Joiners
  • Collectors
  • Creators

supported by the characteristics of each in terms of what their interaction with the social world is likely to look like. This Techipedia article shows the differences between how some of your targets are best approached http://www.techipedia.com/2010/influencer-attention/

By understanding where your target audience sit compared to your competitors’ audience and the population in general you can work out what social technologies will work best for you. They also spell out the importance of listening to what is being said – that your brand is driven by what your audience is saying about you. Before setting out, think about what your are trying to achieve. Again, taking from Bernoff and Li, try to think about what will be different in three years time if your social networking strategy is successful. The authors are also at pains to point out the importance of getting into the detail of what other effects could be from entering the social media world where not everyone will be a fan of your brand.

Strategy can be expressed in a number of ways. Have a look at this personal Twitter manifesto from Jeremiah Owyang @jowyang http://www.web-strategist.com/blog/2007/11/29/how-i-use-twitter-and-you/

I would appreciate links to any other Social strategy documents

Written by greencontact

January 17, 2012 at 9:07 am