Seeking insights for global social media outreach

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Photo courtesy of ToastyKen via Flickr

Photo courtesy of ToastyKen via Flickr

If your target community on the social Web extends beyond national borders, the varied habits of users in different countries is something to think about as you consider your strategy. Is your target group primarily creating their own blog posts and videos, or do they focus on critiquing the work of others? Do they collect and curate content on social news sites? Do they join social networks and then mostly lurk? Whatever your goals, understanding these patterns of behavior is useful as you start to develop a presence and learn the etiquette in a particular community.

I recently examined some data from the Forrester Research Consumer Technographics tool. The idea behind Forrester’s “technographics” is that in addition to examining traditional demographics like age, gender and income, it’s useful when planning to engage online communities to consider how they use the Web.

Asia shows the highest level of participation in all types of interaction with social content, including both passive consumption and active creation, except one, which Forrester calls “the Joiners”, where the U.S. leads the pack. Fifty-one percent of Americans join social sites, though 24 percent actively create content. In Europe, nearly half of people are spectators, who read blogs and spend time on social sites without contributing their own voices.

How can you take advantage of this kind of intelligence? For example, a small portion of Europeans are “collectors” of social content, but more are critics. Faced with the prospect of creating an engaging experience on a social site for that group, how can you ensure that your presence reflects these habits and preferences? We would love to hear your thoughts.

Social Web Habits Across Continents


 *UK, France, Germany, Spain, Italy, Netherlands & Sweden
**Japan, South Korea and Metro China
Source: CisionBlog analysis of Forrester Research Consumer Technographics Data 2009

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