Social Media Personas

Identifying, Understanding And Influencing Social Media Users

To become an effective marketing strategy, social media marketing must first become part of an effective customer strategy. Today, marketers must leverage a segmentation approach to identify, understand and influence customers through these channels. To that end, Aimia conducted research to develop six social media usage “personas” based on the twin behavioral drivers of Trust and Control.

Social Media Drivers: Trust & Control

Trust = Participation

The more trust consumers place in social media networks, the more likely they are to actively participate.

Control = Exposure

The more control consumers perceive over their social media activity, the more likely they are to engage with a wider variety of social media networks.

The Personas

Plotting social media behavior along these axes of Trust and Control reveals that US consumers fall into six primary social media personas (percentages = portion of the US general adult population falling into each category).

You can view the PDF and save it from the following link: http://www.aimia.com/Theme/Aimia/files/doc_downloads/PersonasInfographic.pdf