The 6 Types Of Social Media Users
In developing this report, Aimia created an overarching usage framework to better understand how, where and why consumers engage with social media. Our research goals:
- To understand how to deliver the right message to the right consumer through social media for the best response;
- To better understand the up-front expectations social media users; And to understand how to focus marketing investment on the right social media tactics.
- To develop our usage framework, Aimia conducted a series of weeklong ethnographic research panels, and then substantiated our findings with Forrester, Mintel and GfK Mediamark Research & Intelligence. We used this combination of primary and secondary research to create six social media usage personas based on behavior. Finally, we developed specific audience profiles to illustrate how best to engage each of these discrete segments through social media marketing.
- In this white paper, you’ll learn about:
- The current landscape of social media measurement;
- Aimia’s proprietary social media segmentation framework;
- The dierences between types of social media
- participation via our six social media “personas”;
- Actionable approaches to building relationships with addressable social media segments;
- And implications of this research for marketers.
Aimia has identified 6 social media personas in the U.S.:
- No Shows (41%): No Shows haven’t logged on to a social network in the last 30 days. Most likely a 65-plus male, they typically exhibit low degrees of trust and have no interest in broadcasting their activities or interests to anyone.
- Newcomers (15%): Newcomers are typical passive users of a single social media network. They may reluctantly join Facebook, for example, in order not to feel “left behind”. Newcomers primarily use social media to enhance their online relationships.
- Onlookers (16%): Onlookers may lurk on several social media networks, but they post infrequently. They rely on social media primarily to keep up on the online lives of others within their social networks, but are reluctant to share details about themselves. Onlookers want complete control of their online information.
- Cliquers (6%): Cliquers are active, single-network users who congregate primarily on Facebook. They’re most likely to be women, and most of their online sharing includes photos, status updates, and comments. They’re active and influential within their small network of close friends and family.
- Mix-n-Minglers (19%): Mix-n-Minglers participate actively on multiple social networking platforms. They like to follow brands in order to receive offers and keep up with the latest news. They also understand the importance of data privacy. They meet many of their friends online and they’re inﬂuential in their networks.
- Sparks (3%): Sparks are the most active and deeply engaged users of social media. They use social media tools as a means of self-expression. While Sparks are still concerned about online privacy, they work to control the online conversation. Sparks typically boast the most open social networks amongst the six personas. They engage with brands frequently, and are enthusiastic ambassadors for their favorites.
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