Understanding Social Media 'Personas' Is Key

A new study from Coca-Cola Retailing Research Council of North America and The Integer Group defines four types of social media “personas” and key insights about how they engage with brands and shop.

1. Bonders: This type loves to create and cultivate relationships with family, friends and work colleagues. Their main motivations for using social media are keeping up with what’s happening in others’ lives, sharing their thoughts and ideas, and initiating introductions among those they know. They use Facebook most often, and have been doing so for the longest among the four segments.
2. Sharers: Sharers like to spread the word on what’s going on in their lives and circulate information that they hope will benefit people they care about. They are kind, sincere people who put primary importance on building strong relationships.
3. Professionals: While career focused, professionals want work/life balance. They use social media for professional networking/knowledge but also for sharing opinions and relevant information. They want to be perceived as intelligent, efficient and organized. They are more likely to be college-educated, and tend to be more introverted than other segments. Professionals leverage all social media to connect and particularly to get immediate access to information. During a given week, most browse LinkedIn or Facebook, watch videos and read blogs to stay up to date on current events, news and work-related issues. Two-thirds use mobile phones to access the sites some of the time.
4. Creators: Outgoing, creative, bold individuals who use social media to express themselves by originating and sharing content and to learn new things. They are more likely than other segments to be male, younger and culturally diverse.