POST method

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POST method: this article explains the POST method, developed by Forrester Research, in a practical way. After reading you will understand the basics of this powerful social media tool.


Forrester Research has, in addition to the Social Technographics Profile, also developed a method (POST method) to carefully set up Social Media in an organization. It’s presented as the acronym POST.

POST method

POST method model - toolshero
The acronym POST stands for:

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What kind of clients and prospects do you have? How do they behave online? For determining your target group, there is a reference to the Social Technographics Profile.


What are your goals? Are you more interested in listening in order to gain insights? Or do you want to enable your customers to generate more awareness?


How do you change your relationship with customers? What do you want to get out of these relationships? Which direction do you want to take and what is the underlying proposition?


What applications should you use? How much time should this take? This step reflects the choices you make in the first three steps.

These four elements are very important in developing a Social Media strategy.

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More information

  1. Bernoff, J. (2007). The POST Method: A systematic approach to social strategy.

How to cite this article:
Van der Kooi, K. (2015). POST method. Retrieved [insert date] from Toolshero:

Published on: 03/05/2015 | Last update: 08/31/2022

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Bart van der Kooi
Article by:

Bart van der Kooi

Bart van der Kooi is a Digital Marketing Strategist at online marketing agency StormMC. His specialities are Social Media ROI, Social Media Models and Innovation. Bart gives workshops, presentations and keynotes. He is the creator of the website Social Media Models and author of the Dutch book 'Het Social Media Modellenboek'.


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