In Groundswell: Wining in a World Transformed by Social Technologies (2008) by Charlene Li and Josh Bernoff the authors present an analysis of social media usage they term the Technographic profile. The profile consists of seven attributes corresponding to habits of social media users and provides the foundation for a business internet engagement strategy.
The authors recommend conducting a Social Media analysis before embarking on a campaign. Given the "Gold Rush" mentality of contemporary Social Media industry, responsible stakeholders often rush to purchase a technological solution or jump into a media campaign without a thorough analysis.
The authors analysis led me to consider which categories best describe my internet usage and how I can focus my usage for professional success. I concluded that I have a different profile for professional purposes than for personal usage. For instance, I have a ( linkedin profile ) but I don't belong to Facebook.
I am not in the Creator category. This is my first blog and I never upload video or photos. I am a Conversationalist in my job as a recruiter posting updates and jobs to Linkedin. I also post to Linkedin specific user groups in an effort to reach potential candidates with specialized experience.
However, I tend not to post personal content so do not consider myself Conversationalist at home. I do like to read Critics reviews both for work and home though I usually discount the extremes. For instance, I used Trip Advisor to find a Scuba Dive Operator when I was in the Cayman Islands this January. Cool video below ( This is not me diving).
My personal usage can be categorized as a Spectator. I visit sites, read blogs, watch videos etc.
I am not in the Creator category. This is my first blog and I never upload video or photos. I am a Conversationalist in my job as a recruiter posting updates and jobs to Linkedin. I also post to Linkedin specific user groups in an effort to reach potential candidates with specialized experience.
However, I tend not to post personal content so do not consider myself Conversationalist at home. I do like to read Critics reviews both for work and home though I usually discount the extremes. For instance, I used Trip Advisor to find a Scuba Dive Operator when I was in the Cayman Islands this January. Cool video below ( This is not me diving).
My personal usage can be categorized as a Spectator. I visit sites, read blogs, watch videos etc.
In addition to providing personal insights the Technographic profile presented by the authors provides me with a framework for analyzing my target clientele. I am very often searching for candidates that may not be looking to change jobs so-called passive candidates. The passive candidate will likely fall into the Spectator category. They may read blogs, occasionally visit linkedin, passively review job posts and generally not devote time to changing jobs. In order to be noticed by my targeted Spectator passive candidate, I need to spend more time in the Creator category. I need to create content that attracts my audience. My targeted population thrives on interesting and challenging work. Content targeted to that motivation will attract the candidate with the best chance to be successful in the long term.
