Social media allows for every voice to be heard, but how do people choose to express themselves on social media? According to a research study conducted by the Coca-Cola Retail Research Council and the Integer Group, there are four categories of social media users: The Professionals, The Sharers, The Creators, and The Bonders. These groups were formed based on the similar digital footprints that these groups leave behind. Understanding these social groups can benefit your company by posting content that each group will find relevant. These insights can lead to higher engagement.
Whether it’s for personal or professional gain, The Professional is looking to expand his or her network. Professionals use social platforms to demonstrate their intelligence by sharing their stance on important issues and opinions on trending topics. Professional is careful to post often giving considerable time before sharing his or her thoughts. Fellow social media users view them as credible thinkers. The Professional is the ideal consumer of articles, press releases, and blogs. Firms that offer B2B services can engage with these users by offering helpful advice and informative articles.
Innovator, trendsetter, and hipster are all terms that could describe The Creator. With the internet as their blank canvas, Creators feel inspired to share their pioneering ideas with the world. They enjoy taking pictures, writing blogs, and just about anything that allows them to express themselves. Their followers look to them for the latest trends. Marketers should recognize those Creators rising in fame as they have the potential to become useful Influencers and Brand Ambassadors.
We all know these users because they tend to post, or share, the most to social media out of all the groups. Sharers are known to be thoughtful individuals who enjoy helping others through social media. You can see them sharing YouTube tutorials, informative articles, product reviews, and more. Although Sharers may or may not have substantial influence, they are certainly capable of spreading the word. For your company that could be good or bad. Make sure to pay close attention to their concerns and respond to negative reviews.
These are the “social butterflies” of the world. This group of users is highly active on social media checking their feeds several times a day. Bonders put a great deal of importance on building and cultivating relationships. They tend to have a decent number of followers and engage with their followers by constantly liking and commenting on posts. Bonders make up a large portion of social media users. It is important that a company captures the attention of these users by posting engaging photos, stories, and more in order to build a following for its business page.
The old saying, “Be a leader, not a follower”, does not mean much in the digital world. We are all leaders and followers. Understanding the motives of your followers will help you to establish a strong brand image. Keep your followers happy and you can build trust through an organic medium that cannot be built through paid advertising.