- New 2008 Social Technographics data reveals rapid growth in adoption – It will soon be no more remarkable that your grandmother reads a blog than that she reads email. Social content is going mainstream. Social content ranks high on search engines because it changes so frequently and gets linked to more often, so more and more online adults are becoming exposed to it, accepting it, and embracing it. If you’re a marketer, no matter what group of consumers you’re targeting, this means you must pay attention to the social world online.
But the future of social applications online will not include contributions from everyone, because not everyone has the temperament to create content. Don’t count on all your customers to contribute, and don’t believe that what you see online is representative of your whole audience. The shy among your customers are reading this stuff, but most of them aren’t ready to contribute, and won’t be for a while.