Forrester ontwikkelde een soort Social Technographic Ladder, waarmee ze de verschillende types van gedrag op sites zoals Facebook, Twitter, enz wilden in kaart brengen. Deze types worden nu aangevuld met een gedrag van intens conversaties.
“Social technologies have arrived big time. Facebook and Twitter are on the vanguard of much of the
most active online social activity. When we created the Social Technographics® ladder of behaviors,
we anticipated most categories of social behavior that continue today with one exception: the rapid
conversations that take place in tweets and Facebook status updates. To reflect the new behavior, we’ve
added a rung to the Social Technographics ladder: Conversationalists, a group that starts out with 33%
of the online population (compared with 70% who consume social content and 59% who use social
networks). Marketers should still analyze the behaviors of their target audiences, but now analyzing
markets by segment has become more important.”