People (step 1)

What are your customers ready for? The Social Technographics Profile we described in the last chapter is designed to answer this question (remember, you can also generate your own customer profiles with tools at groundswell.forrester.com). What’s important is to assess how your customers will engage, based on what they’re already doing. Skipping this step and making guesses about your customers might work, but you might also build a whole social networking strategy only to find that your customers are more likely to write review that join social networks.