In the face of ovewhelming growth in web participation flies a recent statistic from Forrester Research showing a decline in the number of content creation / creators on the web. The report (link here), entitled Global Social Technographics (whatever that means), encapsulates two years of data collection on how consumers world wide are engaging with social technologies. Users were slotted into a “ladder” of use categories: inactives; spectators; joiners; collectors; critics; conversationalists; and, creators. The report confirms suspicions that the numbers of people joining the social media circus (via Facebook, primarily) is building at a rapid rate. However, the report also notes that the content creator group, in the U.S. and in many other countries, dropped a percentage point or more.
At a time when more people are online than ever before, the source of the content drawing this attention is dwindling. What to do?
My obvious answer, as a fairly prolific content creator, is of course to create more content. But the message is even more significant for on-line professionals who may have taken the first step as spectators, joiners or even collectors to jump up the ladder into content creation. The audience for your work is growing – the furnace of interest is looking for kindling to consume. If you thought your voice might not be heard amidst the roar, think again.
Some have posited that fewer content creators means fewer ideas. In front of a thirsty, expanding audience, your ideas and your content may shine even brighter.
At any rate, Forrester’s blog post on the subject of the report concludes with this valuable insight:
The story behind the data is pretty clear. The initial wave of consumers using social technologies in the US has halted. Companies will now need to devise strategies to extend social applications past the early adopters. This means that you need to understand how your consumers use social media. Do you know the Social Technographics Profiles of your customers? Is your company preparing for this next phase of social media strategy?