I ran across an old post from Groundswell author Charlene Li from April 2007 discussing her Forrester’s Report on Social Technographics. Since I am a very visual person, I immediately focused on the ladder graphic depicting social media participation levels.

One of Li’s key points in the post is that businesses should understand where their audience falls on the ladder prior to developing a social media strategy. This reinforces a core belief here at Serengeti — that the first step in developing a social media strategy is to perform a social media audit. Our audits look at existing social media projects (if any) and evaluate what similar and non-similar businesses are doing. We also gather benchmark data on current activity and conversation levels. Lastly, we provide a social media strategy and execution plan.

Do you know how your key audience engages in social media? Are they joiners or spectators? And what are they saying? If you can’t answer these questions, you should consider a Serengeti Social Media audit. You may be surprised with what you find out.

Filed under: Social Marketing on Friday, July 25th, 2008 by Koren Henderson |
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