According to Forrester, “companies often approach Social Computing as a list of technologies to be deployed as needed — a blog here, a community there —to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for”.
Forrester's Social Technographics® Profiler classifies consumers into six overlapping levels of participation (see short presentation).
Based on Forrester survey data they can see how participation varies among different groups of consumers, globally. They also analyze the participation of people who buy technology.
For your convenience, we have embedded Forrester’s Social Technographics® Profiler on our BLOG (at the bottom of the page.) ;) It’s an excellent resource to start any social media initiative if you’re not sure what technologies to use.