Forrester Defines Social Media Data Segmentation

Forrester Research has developed behavior-type categories for profiling and segmenting social media data used for targeting business-to-business buyers of technology products.

It surveyed more than 1,200 business technology decision-makers to create profiles of customers’ interests and activities for targeted marketing. Profile data for social media behavior will become increasingly important as social media marketing activity expands, Forrester predicts.

“Most B-to-B marketers miss the nuances of their audiences’ preferences by jumping directly to deploying social technology without first profiling the behavior of their customers,” said in a statement Laura Ramos, vice president and principal analyst at Forrester.

According to its research high tech product buyers generally fit within one of six categories. Based on their level of interaction and social media behaviors, individuals are best defined as creators, critics, collectors, joiners, spectators or inactives, according to Forrester.