If you work in online advocacy transformation at any organization, a presentation by Lee Rainie of Pew Internet which describes “Nine Tribes of the Internet” is timeless. I first heard it at a Web Manager Roundtable in 2009, and his message to web managers still rings true: your job is to organize content to fit the needs of your users. When you want to connect to your audience, you must get on the same wave length as the receiver of the information.
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80 Percent of Visitors Just Lurk
With all the attention devoted to social media and online publishing activity shifting to blogs and user-generated content, I found inspiration in a Forrester analyst review of a new Gartner report called “generation virtual.” The question driving the report was how to go viral. This study says it is more useful to look at audience behavior and plan around what you learn.
The idea is once you can map your audience to their known online activities you can plan to offer the content they crave to do what they love to do.
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