Elliot hastened to point out that these scores are neither good nor bad and don’t imply any kind value judgment; they simply reflect the current state of an audience’s social engagement with companies and brands. Forrester says it can generate a Social Technographics Score for any company to help its marketers decide whether social should be integral to its marketing plan.
And because customers relate to different social touch points at different points in the lifecycle of their brand relationship, Elliott said, it’s important to break down that cycle into three phases -- Discover, Explore, and Engage -- and rate each to understand when in the cycle to engage the audience for the most impact. Once marketers know these scores for their customers, they can fine tune an online marketing approach that will have the most social impact and have maximum appeal to as many customers as possible. They may even decide not to bother with online marketing at all if the numbers tell them no one is actively engaged.
“Social media is simply another tool for marketers, just like TV and display advertising,” said Elliott. “It’s about finding the best avenue to market to any given audience. The Social Technographics Score helps marketers understand how big a part of their overall plan social marketing should be. Marketers know they have to study their audience, and it’s no different online. That analysis will be the foundation of social success.”