Why Are Social Behaviors Plateauing?

Since 2007, Forrester has tracked the growth of social behaviors.  For years we’ve seen increases in more complex social behaviors such as Creators—those who generate social content including YouTube videos and blog posts.  But for the first time, we’re seeing a change in the growth trend.  Our latest 2010 Global Social Technographics report demonstrates that many social behaviors have reached a plateau.  Why, and what does this mean to marketers?

There is not a single answer to those questions.  The reasons span things as complex as human nature and as simple as Web site usability.  For example, is it sensible to believe that Creator behavior will ever be universal? Not every person has a burning need to be a reporter, an industry expert, a videographer, a musician, a thought leader, an editor or a broadcaster.  The fact that more than 1 in 5 online adults in the US are exhibiting Creator behavior is a testament to how social technologies have lowered the bar, since these tools have allowed more people to create and distribute their ideas, opinions and creations than was ever possible in the past. 

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The Latest Global Social Media Trends May Surprise You

Two and a half years ago, Forrester introduced Social Technographics®, a way to analyze people’s social technology behavior. Today, we want you to take a moment and think about the uptake of social media in your company. Ask yourself the following question:

From the following list of statements, please select where your company stands with social media. (Please choose all that apply)

  1. My company currently has a social media strategy.
  2. My company is thinking about developing a social media strategy.
  3. My company is trying to defend why we don’t have a social media strategy.
  4. My company is currently trying to understand what social media is.
  5. None of the above.
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