What type of social media user are you?
Die-hard tagger? Checking in before you sleep? Re-pinning until the sun goes down? Hashtag-addict? Or maybe you just enjoy checking out others’ updates?
What box does that put you in?
Well, Canadian loyalty management company, Aimia, has created a model to analyse the behavioural characteristics to put you into one of six social media persona types; no shows, newcomers, onlookers, cliquers, mix-n-minglers and sparks.
The model argues that whilst no single social media channel delivers a complete picture of customer behaviour, social media personas can be identified which, if engaged directly, can provide great returns for brands.
So whilst this has been applied to a US audience, it is still worth a look to understand the traits they feel important to segmenting social users.
- No Shows (41%) – least involved with social media and also infrequently engaging in online commerce. Perhaps an older parent who believes ‘they are not savvy enough’.
- Newcomers (15%) – passive users of a single social media network such as Facebook, primarily to enhance offline relationships. Typically a friend that has a Facebook profile and is mainly connected with a few ‘real’ friends but it’s best to use an alternative method to contact them!
- Onlookers (16%) – active but really only watching via social channels and sharing almost no personal information. Possibly someone that consumes via Twitter, but never has anything to say for themselves!
- Cliquers (6%) – active users of one network; they tend to be influential among their small group of friends and family. Those friends that share ‘inspirational’ thoughts or Candy Crush Saga invitations (you know who you are!).
- Mix-n-Minglers (19%) – those who regularly share and interact with a diverse group of connections via social media. They’ll most likely have a log in for the main social networks and share media on a regular basis.
- Sparks (3%) – most active and deeply engaged users of social media; will serve as enthusiastic online ambassadors for their favourite brands. These are the connections regularly liking, RTing, re-pinning, subscribing or sharing post from the brands they follow online.
Which one are you?