Six types of social media user


At this point, no single customer engagement channel can deliver marketers a complete picture of consumer behaviour.

Google knows what you’re interested in, but not what you’ve done. Facebook knows who your friends are, but not what you buy. Pinterest knows what you share, but not how you act on it. Foursquare knows where you are, but not what you like. You get the idea.

Social media measurement is critical to success, but brands have been unable to get their arms around what it is and what it means.

Aimia, a loyalty management firm, has unveiled a new segmentation model that analyses trust and control as drivers of six distinct social media personas. The model is detailed in a white paper: Staring at the Sun: Identifying, Understanding and Influencing Social Media Users. The paper argues that specific social media personas can be identified and more efficiently engaged by understanding their online behaviour.

“Today’s approach to social media measurement – racing to rack up the most likes, retweets, followers, and recommendations – is the wrong approach. Marketers must define success not by social media activity but rather by customer value and engagement,” declares Aimia. “Marketers often struggle to understand the true motivations and purchase intent behind customers’ social media activity. Segmentation by persona allows marketers to more successfully identify, understand and influence customers in social channels.”

via The 6 Types Of Social Media Users | Social Media Today.

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