Have you ever looked at your social media marketing colleagues and wondered what makes them 'different' from you or others in the social media world from a personality perspective? As marketers, we know behaviour and interests help with building target persona's but what about the social media personality types? Deeper understanding in the various social personality types will provide social marketers with insights into the motivations and triggers of social media populations.
At Digital Jungle, we have developed 10 personality types that help us understand the ways people use and engage with social media. These architypes highlight a new breed of social personalities revealed by a research project looking into the rising influence of social media in people’s lives. Our research has identified 10 distinct personality types of users across social media, from the obsessive ‘Athlete's’ to the anonymous ‘Lurkers’ as outlined below. Our findings explore the thinking styles that the personality traits use with a social media context and indicate that these are often quite different to those we display in the real world.
With more customers preferring to reach out to businesses through social media channels it’s becoming increasingly important for businesses to gain as much insight as possible into the types of people you could be dealing with.
1. The Social Athlete
Serious and quiet, interested in security and peaceful living. Extremely thorough, responsible, and dependable. Well-developed powers of concentration. Usually interested in supporting and promoting traditions and establishments. Well-organized and hard working, they work steadily towards pre-identified goals. They can usually accomplish any task once they have set their mind to it. Profile photos are head shots with informal dress in outdoor setting or behind desk in professional setting. Often has joined the maximum number of groups for each platform. There profiles are complete and they boarder on spammer for the number of daily tweets and posts.
2. The Social Luddite
Quiet and reserved, not interested in the latest and greatest tech-anything. Reluctant participant in the world of social media. Uncomplicated in their desires. Loyal to their peers and to their internal value systems. They excel at finding solutions to practical problems. Often no profile photos
3. The Social Nurturer
Warm-hearted, popular, and conscientious. Usually puts the needs of others above their own needs. Stable and practical, feel strong sense of responsibility and duty. Value traditions and security. Interested in serving others. Need positive reinforcement to feel good about themselves. Well-developed sense of space and function. Profile photos are often animals (cats being the most common) or group photos with two good looking friends. Their posts are characterized with large numbers of smiley face emoticons and pictures depicting motivational sayings.
4. The Social Lazies
Quiet, reflective, and idealistic. Interested in running a online community and has many profiles. Social posting is characterized with a flurry of activity then after 1-2 weeks dwindles then stops. Well-developed value system, which they strive to live in accordance with. Adaptable and laid-back unless a strongly-held value is threatened. Usually talented writers. Mentally quick, and able to see possibilities. Interested in understanding and helping people. Profile photos are head shots with informal dress. Like to automate, use tools (like Hootsuite) and schedule bulk posts.
5. The Social Geek
Independent, original, analytical, and determined. They have an exceptional ability to turn theories into solid plans of action. They value knowledge, competence, and structure. Driven to derive meaning from their visions. Long-range thinkers. Have very high standards for their performance, and the performance of others. Natural leaders, but will follow if they trust existing leaders. Profile photo is photoshop'ed and includes some either a Star Wars character, hot girl, or tech CEO (seems Steve Jobs was a popular choice).
6. The Social Doer
Friendly, adaptable, action-oriented. "Doers" who are focused on immediate results. Living in the here-and-now, they're risk-takers who live fast-paced lifestyles. Impatient with long explanations. Extremely loyal to their peers, but not usually respectful of laws and rules if they get in the way of getting things done. Great people skills. Profile photo feature drunken escapades or extreme sports.
7. The Social Lurker
Practical, traditional, and organized. Likely to be reading posts. Not interested in engagement or participation with social media. However, has clear visions of the way things should be. Loyal and hard-working. Like to be in charge. Exceptionally capable in organizing and running activities. "Good citizens" who value security and peaceful living. Profile information is basic and photos are absent or use default image.
8. The Social Inspirer
Enthusiastic, idealistic, and creative. Able to do almost anything that interests them. Great people skills. Need to live life in accordance with their inner values. Excited by new ideas, but bored with details. Open-minded and flexible, with a broad range of interests and abilities. Often have the best personalized wall papers on their twitter or weibo pages. They like to speak at industry events to highlight how much they know.
9. The Social Ranter
Popular and sensitive, with outstanding people skills. Externally focused, with real concern for how others think and feel. Quick to share their ideas and beliefs. They see everything from the human angle, and dislike impersonal analysis. Very effective at managing people issues, and leading group discussions. Interested in serving others, and probably place the needs of others over their own needs. Often found with major environmental interest groups linked to their accounts. Sometimes referred to the 'soap-box hero"
10. The Social Visionary
Creative, resourceful, and intellectually quick. Good at a broad range of things. Enjoy debating issues, and may be into "one-up-manship". They get very excited about new ideas and projects, but may neglect the more routine aspects of life. Generally outspoken and assertive. They enjoy people and are stimulating company. Excellent ability to understand concepts and apply logic to find solutions. Their numbers of fans and followers is important.
For those of you that would like to view this (and download) in a presentation format then you visit our Slideshare presentation below (note Slideshare is not assessable in China)