Technographic Profile

Chapter 3 of Groundswell (Li & Bernoff, 2011), describes the technographic profile, “to allow people in business to examine and then create strategies based on the groundswell tendencies of any group or people, anywhere.” (pg. 41). This chapter was interesting to me as I have never heard of this concept before, and wasn’t aware of the methodology behind grouping together types of online consumers. Below is the social technographic ladder (figure 1), which describes the groups of people involved in groundswell. The further up the ladder these groups are, the more involved in groundswell these people are.

Figure 1: Technographic Ladder

On the scale of the ladder, our clients in the hospitality industry could be at any point on the ladder. We could have spectators that want to just view our websites and social media sites to stay up to date with what we are doing. We could also have critics that come to our restaurant, try the food, and then go blog about it or review the restaurant/dish on a site such as TripAdvisor. We could also have the conversationalists that post on our Facebook page, or simply share our posts and pictures to create conversations of their own.

Our target audience will change depending on our type of business and what industry we are in. As for the restaurant industry, this can also change depending on what type of restaurant you are. For example a high end expensive steak house will target the 35-50 age range as they are more sophisticated and have a higher income to afford the prices. A family style restaurant like Boston Pizza, will target younger families ranging from 20-30 in age. The first thing we need to establish is which category of restaurant we fall into, and can then determine our target market age range. From this age range we can determine which is our biggest category on the technographic ladder, and ensure we are putting a little more time and effort into this category as it will be our biggest contributor to our groundswell. “The real power in the Social Technographics Profile is this: with it we can understand how social technologies are being adopted by any group of people. If that group happens to be your customers, you can use their Social Technographics Profile to build an appropriate social strategy.” (Li & Bernoff, 2011, p. 46). From this we build a customized strategy to fit our needs.

As a restaurants target market age range and gender are not always specific, here is an example of where Canadians fall on the social technographic ladder (with age and gender not specified). As you can see in figure 2, spectators and joiners are the two highest categories, with collectors and creators having only a 1% difference at the bottom. This means our focus should be on spectators and joiners. By determining what these peoples interests are, we can ensure we are posting the right things and engage these users on our social media sites.


Figure 2. Technographic Profile in Canada.

Concluding this blog, I would like to express that I currently would be on the scale as a creator and conversationalist, as I am creating my own blog, as well engaging in conversations across all my social media sites including Instagram, Facebook, and Twitter. Before taking this class I would of categorized myself in the joiners and spectators group, as I wasn’t creating my own blog. I was however still engaging in conversations, but not as frequent as I am now. This also shows how easily it is to switch between categories depending on what you are currently doing with your life. Eventually this could end up changing again. Who knows what the future will bring in the world of my social media engagement!


Li, C., Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies. USA: Forrester Research

Forrester Research Inc. (n.d). Social Technographics. [Diagram]. Retrieved from

Patrick474’s Blog. (n.d). Can social technographics profile.. Retrieved from


Users of the World Unite Article

In this article written by Kaplan & Haenlein (2010), it describes the concept of social media, the different categories of social media, as well as 10 pieces of advise for companies using social media. A concept that stood out for me the most was choosing the right social media site for your company, depending on what your products and industry are. There are hundreds of sites to use, however you need to ensure you are using the right ones in order to reach your specific target audience. As someone that will be using social media in future career paths, I need to make sure I am using the right sites for my company, which is why I decided to blog about this concept.

Social media is one of our main forms of communication in todays world. It’s how we stay up to date on our friends lives, get our news, network, or simply share what we had for lunch. As someone thats on social media every day whether it be Facebook, Instagram, Pinterest, Twitter, LinkedIn, or Snapchat, I see how important it is to not only use these sites for your personal lives, but also from a company standpoint. Businesses need to have an online presence to stay up to date with new and existing clients, to advertise and network, or get the word out about new promotions or products. However, companies cannot be on all social media sites, as the ones I just listed are only a few of the many sites out there today. Companies need to be selective with the social media sites they use, “especially since ‘‘being active’’ is one key requirement of success” (Kaplan & Haenlein, 2010, para. 18).

In relation to the hospitality industry which I am currently working in, social media is a great way to advertise, network and promote your business, as well because it is free! Being that our products are food and beverage, we need to use sites like Instagram (picture sharing site), to show case our delicious offerings, or even Facebook to network with people and advertise or promote our business. We can share/create events through Facebook, and have our clients follow our page to keep up to date on our business. As these two sites are heavily used, it is important to be active and interesting on these sites, and find things that interests our followers (Kaplan & Haenlein, 2010).

Another great tool is TripAdvisor. Although this is a review site, its nice to make an account through your business to respond to those who make reviews about your restaurant, good or bad! I know this through personal experience, as when I was an AGM for a hotel restaurant I would do exactly this and respond to all those who made a review. It shows you go that extra mile to either fix the problem at hand, or thank who ever made the review. Communication is key!

From a HR stand point, another great tool is LinkedIn, and this doesn’t matter what industry you are in. As a future HR manager, I would like to be heavily involved in LinkedIn to network and recruit candidates for employment. I would also be looking at other social networking sites like Facebook or Instagram when recruiting, as this can give you more of an insight into what the person is truly like. Being that LinkedIn is a professional social media site, it is also recommended to investigate in to other sites.

The article by Kaplan and Haenlein was written 7 years ago, and social media has come a long way even since this article was written. I think it is important to stay up to date with the ever changing technology, and ensure your company is utilizing these free and easy sites as ways of communication and promotion, no matter your industry. Know your clientele and know what their interests and desires are, as this will only help you have a successful online presence!

Kaplan, A.M., & Haenlein, M. (2010). Users of the world unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.


Get to know me and why I’m here.


Hello everyone, and thanks for stopping by to read my blog! My name is Chloe and I am currently studying human resources at NAIT in Edmonton, AB. My career so far has been all about the hospitality industry, which I hope to continue in and strive to great success. I love this industry as it’s fun, and of course has lots of food and drinks! I love seeing people come to my restaurant and enjoy the food and beverages, and overall experience. It’s my passion to be in this industry and work with employees in a human resource role, to ensure we have the right people with the right attitudes, to take the business to its full potential. Employees are a businesses biggest asset, so we as managers need to ensure we are working with these people every day to bring out their best abilities and traits so they shine to all customers. After all, our business wouldn’t succeed without great employees, so why wouldn’t we invest in them if they invest their own time into our work!

This blog is for my social media marketing class, which I will blog about the readings and ideas presented to me, and how I interpret and feel about them, while relating it back to the hospitality industry. I hope you enjoy and look forward to your own thoughts! Cheers!