In my last blog post, I wrote about a recent report focusing on how social marketing is more than just ranking up a bunch of likes!
Overall, the report talks about how important it is to reach fans with relevant and engaging content in their News Feed, since their interaction with the content makes your message spread to their friends.
Further, several cases (respectively based on both earned and paid media) were included in the report in order to demonstrate how successful management of a community contributes to the brand increasing its sales figures. But who is this social customer?
Social media personas
We are all aware of the fact that not every individual active in social media is the greatest participant in all conversations taking place across social network platforms. Some are online most of their time commenting and engaging with brands – others are just observing and passively seeing what their friends are doing. Whatever the case then might be, it’s vital for brands to reach and engage with the right group of people to both expand their fan base and possibility of increasing in-store purchasing. Therefore, a global leader in loyalty management, Aimia, has recently published a study analysing and categorising the different types of social media users on the web.
In their research brief “Staring at the Sun: Identifying, Understanding and Influencing Social Media Users”, Aimia has developed a segmentation model describing six distinct US social media personas which may be useful for all marketers involved in a brand’s social presence. Further, it argues that while no single social channel can deliver a complete picture of customer behavior, the specific personas identifiable can be beneficial for brands if properly engaged.
The type of segmentation outlined by Aimia can on this basis help marketers understand the difference between active and passive audience behavior. It can help brands target towards the right group of people then affecting their personal networks through a strategy that takes different groups of social media users behavior into account.
As seen below, the report is also turned into an infographic. Which type of social media persona are you?
To gain more details about the different social media personas and further insights into the entire report, please download it here.