Companies often approach Social Computing as a list of technologies to be deployed as needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. You can use the tool on this page to get started.
You can pull down menus to change the age group, country and gender of your target audience, and the graph below updates to show you how many are in each 'Social Technographics' group.
The definitions of the 'Social Technographics' groups are given in a slideshow.
Hat tip to Nina Simon. [Update to get Nina's name right, I'm very sorry!]