We wanted to show how some clients are using the Social Technographics Profile in our book Groundswell to make decisions about
their social applications using our data.

We’re looking at Alpha Moms, a group
that includes mothers with above-average incomes and a favorable attitudes
towards technology. Their profile is shown below. (For an explanation of the categories, see Chapter 3 of Groundswell or this slide show.)

The notable thing about the profile of Alpha Moms is that they’re more likely to be
Critics than Creators – a fact that turned out to be important for the media
company that was planning a community for them.

See the video below (or the book) for details on how the media
company changed its strategy based on this information. (This is Charlene explaining this example from our consumer event last October.)

Note for sticklers: the definition of Alpha Moms we used in Charlene’s speech is slightly different from what we put in the book — but the point is the same, that Critic, not Creator activities are the best fit for this group of consumers.