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MethodsA survey was distributed to authors and

reviewers drawn from the web-based

manuscript submission system of a

biomedical journal. Fully completed

surveys were included in the analysis,

n=246. In addition to demographic data

users were asked how often they used

various social technologies. Response

options included: several times a day,

daily, weekly, monthly, rarely, dont know,

and never. Responses of monthly or

more frequently were classified as usingthe technology. Individual surveys were

reviewed and classified into one or more

of the Social Technographics categories in

order to create a profile.

Using Social TechnographicsTM*Profiling to Assist in a Journals Social Strategy

Margot Puerta, MS, MBA; Veronica J Brown, BA; Michael J Cericola, BS; Christopher J Czura, PhDMolecular Medicine, The Feinstein Institute for Medical Research at North Shore-LIJ Health System, 350 Community Drive, M

USACorresponding Author: Margot Puerta, margot@molmed.org

Disclosure

*Technographics is a registered trademark of Forrester Research, Inc. The Social Technographics Profileproperty that belongs to Forrester Research. While these survey methods attempt to duplicate the methoResearch, they have not been licensed or endorsed by the company, and the results are not strictly comp

published by Forrester Research. Forrester Research does not endorse or support the results in this wor

Technographics has been updated to include additional categories and the company has published new

2011; the comparisons in this work refer to the earlier published material. www.forrester.com

ObjectiveUse Social Technographics profiling to

assist in determining what types of socialtechnologies may be appropriate for a

journals biomedical audience.

IntroductionSocial technologies such as blogs,

social networks, wikis, rating andreviews, tags, really simple syndication

feeds and others are being explored as

communication tools for businesses

large and small. While communication

technologies present opportunities to

enhance communication, create brand

awareness, foster direct connections

with clients and customers, manage

brand image, and provide a new

platform for testing and distribution or

products1, caution should be taken to

ensure the applied technologies meet

the needs of consumers. Social

Technographics profiles may be a

useful tool in helping to identify these

needs. Social refers to the community

and people-to-people aspect of theseactivities and Technographics refer to

the technological behaviors of people

(akin to demographics)2. The main

feature of the Social Technographics

profile is assignment of people into

categories based upon their affinities

for various social media. There are six

categories: Inactivesno participation

in social technologies; Spectators

read and listen to content; Joiners

social network participants; Collectors

categorizers and aggregators of

content; Criticscontent reactors; or

Creatorscontent publishers1. These

categories are not exclusive; an

individual may fit within more than onecategory.

Journal Social Technographics Profile

Classifications based on the Social Technographics profile,

developed by Forrester Research.

Citations1. eConverse Social Media Consulting [Internet] Kitchner (Ontario): copyrig

http://econversemedia.com/why-social-media/2. Li C and Bernoff J. Groundswell: winning in a world transformed by socia

2008. pp. 41, 9.

ResultsProfiles for the biomedical journal

audience were: Inactives 18% (45/246),

Spectators 76% (187/246), Joiners 45%

(110/246), Collectors 37% (92/246), Critics

41% (100/246), Creators 30% (73/246).

Individuals may be included in more than

one profile resulting in a total over 100%.

The Social Technographics Ladder DiscussionThe journalusers scored highest in the category of S

respect to social media technologies, much of this aureading, listening to, and absorbing what others are o

may be reflective of the notion that scientific discover

research of others. The journal users scored lowest in

unsurprising from this highly educated sample, this re

is room for a social media business strategy for this a

similarly in the categories of Joiners (44%), Collectors

lower in the category of Creator (30%). These results

individuals interested in the types of social media refl

50% of those sampled registered as such. When the

average U.S. adult (data available at www.forrester.c

observations. First, journal usersand the U.S. adult s

Second, journal usersscore higher in all other catego

usersscore almost double in the category of Collecto

indicates the scientific audience may be more open athat collect.

ConclusionThe Social Technographics profile for this audience in

should include technologies that encourage rating, re

access, and consumption of information. This transla

rating systems, polls, and tagging, which encourage r

the strengths and weaknesses in this profile has assis

strategy.The information generated from this survey a

management team with data-backed suggestions for

Each step on the ladder representsa group of consumers more

involved in social technologies thanthe previous steps. To join the

category on the a step, a consumerneed only participate in one of thelisted activities at l east monthly. The

categories are not exclusive. Anindividual may be classified into

more than one category.

Reprinted with permission fromForrester Research, based onGroundswell: Winning in a World

Transformed by SocialTechnologies , by Charlene Li and

Josh Bernoff.