In the near future, there will be no need to segment your target audience as “Technographic” or not in order to properly concentrate your social media efforts. Even retired baby boomers have quickly caught on to the accessibility of information through social media channels, and there are few companies out there now that do not incorporate social media into their public presence and PR efforts.
“Technographic Segmentation” is certainly a useful way to define your SM strategy with respect to engaging your customers – as can be learned in the following article:
http://forrester.typepad.com/groundswell/2007/04/forresters_new_.html
However, as the demographic of the workforce shifts, the number of levels (or “segments”) will be diminishing as fast as the popularity of SM channels are increasing. In short order, I predict, “technographics” will be a term that will be slips by the wayside in favour of a new categorization of consumers.
