Did you know that 80% of the content on social networks is generated by 6% of the social media users?
I'm not that surprised actually. It's been clear to me that some people are just insanely social while many people are what we used to call "lurkers."
But that doesn't mean that less engaged social media users are a lost cause. They may actually turn out to be fans of your cause.
Blackbaud has sorted out the kinds of social media users into "archetypes," calling them:
- Key influencers. These are the folks that probably have those huge Klout scores, creating wonder in the rest of us (how did she rate a 65 while mine is 11?)
- Engagers. Active and influential in their personal networks.
- Multichannel Consumers. These folks keep up and they sometimes participate.
- Standard Consumers. The formerly called "lurkers." They read but don't often create or engage.
Frank Barry has blogged about these archetypes (complete with a cool infographic) and has some good ideas about how to sort them out and how to make the most of your organization's interactions with each group. In fact, Blackbaud has an entire whitepaper devoted to this. You can download it here and download the entire infographic that illustrates all of this here.
Blackbaud is also holding a several free webinars (in conjunction with NTEN) about social media. Blackbaud webinars are always very good, even if you don't use any of their products. You can register for the first two, held in July, here.
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