Yesterday I quoted an article from SiteProNews saying that social media marketing is dying. Today I’d like to focus on another report that suggests that social media marketing isn’t dying but that social media creation might be.
There are some interesting stats here if you examine the Social Technographics Ladder published by Forrester. Try these:
- 23% of social media users are creators
- 31% are conversationalists
- 33% are critics
- 19% are collectors
- 59% are joiners
- 68% are spectators
- 19% are social media inactives
Obviously, there is some crossover between categories. The way Forrester groups these is by engagement with one of the activities listed for that category. For instance, to be considered a social media creator you have to participate in at least one of the following activities:
- Publish a blog
- Publish your own web pages
- Upload videos you create
- Upload audio/music you create
- Write articles and stories and post them
So it seems that fewer people are creators and more people are conversationalists, critics and spectators. I think I know why.
If these numbers represent a percentage of social media users, and I think they do, then the decline in creators would be accounted for the rise in people who are on Facebook and Twitter just to listen to what their friends, the creators, are doing. That’s a good thing, right?
In essence, the creators got there first and started creating. Then the conversationalists, critics and spectators came along to read and enjoy, or not, what the creators started. Isn’t that how it’s supposed to work?
I think that as the web grows, you’ll see these numbers move along a trajectory. There will be fewer creators overall (actually, more creators but fewer in terms of a percentage of total web users) and more spectators.
Of course, I do think that some of those creators of yesteryear might have given up on creating and just become conversationalists. Marketing Pilgrim has a slightly different take. What’s yours?