Last week I had the good fortune of seeing Jeremiah Owyang of Altimeter Group at the SugarCon social customer relationship management conference. Owyang delivered a presentation on how customer behavior is changing as a result of social media. One of the concepts presented was "socialgraphics," which appears to be a further refinement of Altimeter founding partner Charlene Li's work published in the book she co-authored with Josh Bernoff when she was still at Forrester. Socialgraphics -- an understanding of how people are using social technologies -- may be poorly named given that there's already something out there called the "social graph" and the two are only tangentially related. But socialgraphics has direct applicability to the things you're making right now for your real estate customers. This includes blog posts, widgets, apps -- whatever. I'll go over some of it in this week's column. Measuring your customer, from demographics to socialgraphics...
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