A recent Ofcom report argues that social networkers fall into distinct groups.  They include the largely male 'Alpha Socialiser' to the age agnostic 'Followers' who are more peer-influenced.  This neat segmentation of groups falls flat in a host of ways since we know that new media literacy skews towards the younger adults.  And any marketeer will tell you that such simple categories are more complex and consumers cannot be easily ring-fenced.

What I found most interesting in this report is the finding that 22% of adult Internet users aged 16+ have their own online profile.  That tells me that 78% of adults do not, and may help to explain why social media strategies find different levels of acceptance within marketeers, clients and consumers.  Think about it.  If the bosses holding the marketing budgets are not online advocates, not familiar with a widget vs a wicket, and do not recognise a Bebo from an ASBO, then you have an issue gaining legitimacy (and the funds that follow) for viable social media strategies -- especially in a challenging economic climate.

Instead of the obvious -- that 22% of adults have an online profile -- think of the converse.  That 80% of adults do not have a profile despite the fact that Britons spend the most time on social networking sites in Europe.  Regardless of whether you are in Brixton, Bruges or Brasilia, social networking sites have been colonised by early adopters.  The same holds true for your brand.  To get better buy-in on digital media, social networking sites and new PR evaluation tools, take a hard look at those who make the marketing decisions in your outfit.  In which profile do they reside?