April 14, 2009 9 Comments
About a month ago, we had a robust discussion on this blog about some possible adaptations to the Forrester Research “Social Technographics Ladder.” You can review that post “One Rung Up?” right here – which is going to provide the backdrop for this muse.
The more I thought about, the more I felt that there was an element missing – we don’t have just one type of social media, and our behaviors may be quite different in different platforms. So, let me propose this graphic for further discussion (explanations below):
Currently, we might classify social media involvement into (roughly) three categories - Lifestream networks (where participants are putting brief thoughts, publishing photos, sharing links, commenting, etc.); Focused member networks (often professional or highly targeted); and Open networks on the web, where you can interact and participate without necessarily having to “join” a separate platform.
The Social Technographics ladder discusses a certain hierarchy of behaviors, but in fact, behaviors can differ, even by the same person, within different types of networks. Based on the interaction in the prior post, I’ve boiled down the behaviors into 3 main categories – Consume (look, read, digest, etc.); Contribute (comment, rate, publish, etc.); and Curate (organize communities and information). As you can readily see, what I might do in one type of community (say, lifestreaming, where I may actively publish) isn’t necessarily the same as in another (perhaps I don’t feel comfortable creating a blog or Twittering).
Just some further brainstorming. What do you think? Put your ideas in the Comments…