EBlog
Do you do “social” different at work than at home?
April 14, 2008 | Posted by: Lee
Forrester spent some time polling adults to see how they participate in social media. From this research they created what they refer to as a "social technographics" ladder. The ladder outlines 6 categories of social media users:
- Inactives - they're not participating
- Spectators - reading and watching (I've also heard them referred to as "lurkers")
- Joiners - they belong to social networking sites like Facebook, LinkedIn
- Collectors - all over social bookmarking and RSS feeds, and like to tag and organize information
- Critics - like to vote, post reviews, and comment on blogs
- Creators - publish blogs and post original content to places like YouTube
So here's the question...think about the types of social media activities you participate in related to your personal life. Now think about what you do related to work. Are they the same or different? If they're different how?
Tags for this post:
web-centric social media social networking social technographics audience profiles
Categorized in: Web-Centric, Social Media

Comments
April 15 2008 - 09:33 AM | by Bob Ragsdale
This is simple. My online social networking behavior mirrors my offline behavior.
More networking at work, less in my personal life.
April 15 2008 - 09:51 AM | by Nicholas Tolson
In general, my guess is that people’s personalities tend to guide their activities online more than if it’s personally or professionally focussed.
I’m currently trying to figure this out for myself. My current thinking is that I’m trying to keep my Facebook profile/activities more personally focussed, LinkedIn is obviously more professionally focussed, and Twitter is a complete mix of the two. I a bit more active on Facebook than I am on LinkedIn, but I’m not sure why. Maybe because it’s just easier and more fun to “Become a fan” of a band than it is to answer a tech-related question on LinkedIn. That said, I have joined a couple groups on LinkedIn recently, but I have done nothing more than that.
Twitter eclipses them both by a mile. I post thoughts and converse with others - friends, family, industry experts, and others I don’t know about at all - multiple times a day.
This gets you nowhere in your research, I know, but like I said, I’m still figuring this out. And I think most of us are. And just like in real life, my professional and personal social lives mix and wax and wain depending on my mood, the circumstances, the people involved, etc.
In general, though, I’d say I’m a critic and a spectator - and thus a joiner by default.
April 15 2008 - 10:20 AM | by Marty Stake
I think my thoughts mirror Nicholas’s above, so I won’t repeat them. Short answer - more at work, less at home (most of the time). Great answer, huh?
The only social networking service I use both in my personal and work life is twitter - as it is a mix of personal and professional voices that I can choose to tune in or out at any time.
It feels like I do less “work” following and posting to twitter, rather that Facebook or the like. That casual usage, I feel, is what makes it perfectly suitable for both work and personal situations.
April 15 2008 - 12:50 PM | by Lee
Thanks for responding. Looks like we have a mixed bag here. 2 tend to use social networking more for work, 1 slightly more for personal.
I tend to do participate differently depending on whether its work or personal related.
For work, I’m a spectator and creator but not a joiner. I read a lot, create posts and comments on other people’s blogs. I do little in the social networking arena (e.g., LinkedIn) maybe because I tend to associate that with looking for a job.
In my personal life I’m more of a joiner (Facebook) and create little or no content. It’s more about staying connected with people I don’t see on a regular basis.
All so interesting. Thanks again for your comments.
April 15 2008 - 01:40 PM | by Neil Callanan
I’d say that socially, I am more of a Joiner. I have accounts on a number of sites, but wouldn’t say I am as active as most on those sites.
Professionally, I tend to be more active in posting, reading and participating.
April 16 2008 - 01:51 PM | by Nicholas Tolson
Take the guess work out of figuring this out. Take this (unscientific) quiz to Discover your Groundswell Social Technographics Profile.
I’m a critic according to this, which is about right, I think:
“As a critic, you express yourself by responding and reacting to the ideas of others. Your contributions are valuable additions to the conversation. It’s not surprising that your Groundswell Social Technographic group is also highly sought after by marketers. Because of you, we didn’t buy that book on Amazon.”