I love this proposition on Planning in High Heels: stop thinking about the consumer, and start thinking about the network. Instead of researching a single type of person, start asking these questions about networks – a conjunction of questions from the post and some of my own. I think this slight tweak in thinking can have significant results on brand engagement effectiveness.
· What content are these people sharing?
· Why do they share it?
· How do they share it?
· Where do they share it?
· How loose/tight are the connections?
· What fuels the connections? A shared cause, interests, personal gain?
· How big is the network? How does it grow?
· What provokes a person to join the network?
· What can said brand add to the network?
· What tools can the network use?
