Launching the first social media campaign for your company can be intimidating. With so many ways to engage consumers online (blogs, podcasts, social networks, Twitter, etc.), the feeling of anxiety is inevitable. You know it’s important to get involved in social media, but where do you begin?
First, understand who is online and what they’re doing. Participation in social media can differ among men and women and every demographic you can think of. For example, teens and Gen Y are more open to seeking entertainment online through video-sharing websites such as YouTube than older generations and are more likely to download their favorite songs ((http://www.marketingcharts.com/interactive/generations-online-use-internet-differently-8145/)).
With this information, how do you decide between launching a social network and adding a review system to your website? Which medium will your customers flock to?
To understand what your customers are ready for, I recommend using Forrester’s Social Technographics® Profile tool available here. Based on Forrester’s survey data, you can research how participation in the groundswell varies among different groups of consumers not only in North America but globally as well.