Question

In developing a social media strategy, using the framework developed by Charlene Li and Josh Bernoff of Forrester (which we discussed in class), you need to determine how the population you are targeting interacts with social media.

For each of the activities listed, select the level of social media engagement based on the Forrester framework.

A) Inactives
B) Spectators
C) Joiners
D) Critics

Answer 1

The Forrester framework categorizes social media engagement into four levels: Inactives, Spectators, Joiners, and Critics. It is important to understand how the target population interacts with social media in order to develop an effective strategy.

Step-by-step explanation:

The Forrester framework developed by Charlene Li and Josh Bernoff categorizes social media engagement into four levels: Inactives, Spectators, Joiners, and Critics. Here is how each level of engagement is defined:

1. Inactives: These are individuals who do not actively engage with social media platforms. They may have accounts but seldom use them or do not use them at all.
2. Spectators: Spectators are those who consume content on social media platforms but do not actively participate in discussions or create their own content.
3. Joiners: Joiners actively participate in social media communities by creating profiles, following accounts, and joining groups. They may share content and engage in discussions occasionally.
4. Critics: Critics are active participants who not only create and share content on social media but also provide feedback, reviews, and opinions on various topics and products.

When developing a social media strategy, it is important to understand how the target population interacts with social media to tailor the strategy accordingly.