Social networks: What type of user are you?

Social networks have become a critical, but underutilised, aspect of the marketing process, according to Gartner, whose analysts have examined the way social networks shape consumer buying behaviour.

The majority of consumers rely to some extent on social networks to guide them in their purchase decisions. These social networks often include individuals who fulfill different roles or functions in recommending products to people they are connected with.

Gartner conducted a survey in the fourth quarter of 2009 of nearly 4,000 consumers in 10 key markets and used the resulting data to identify groups who can play a vital role as influencers in brand awareness, market research and viral marketing campaigns.

“Our survey results showed that one-fifth of the consumer population is composed of ‘Salesmen,’ ‘Connectors’ and ‘Mavens.’ These are three roles that are key influencers in the purchasing activities of 74 percent of the population,” says Nick Ingelbrecht, research director at Gartner. “Salesmen and Connectors are the most effective social network influencers and the most important groups for targeted marketing based on social network analysis.”