Social Technographics: Conversationalists get onto the ladder
http://blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html

Forrester's updated social technographics ladder doesn't seem right. The Conversationalist involves less work or commitment than Critics, and seems too similar to Collectors & Joiners.

An update to the Groundswell Social Technographics ladder.

"1. Convince your boss this stuff is for real, and that if you haven't jumped on it, you're late. 2. Profile your customer base, and see what they're ready for, before planning a project to reach out to them. (After all, People is the first step in the POST process.) 3. Segment your audience; build different strategies for different segments. (Social is so prevalent now that a single approach for your company is probably too broad.)"

Winning In A World Transformed By Social Technologies

The key with boring brands is to get people talking about their problems, since they won’t talk about your brand

Good background for both ends of the spectrum.