Psychological and Social Aspects of Brand ManagementSocial media practitioners will benefit from developing a deep understanding of various social media personalities. Understanding why social media users share the content they pass along to their network is crucial for developing an effective content marketing strategy. Once marketers have a better understanding of social media personality types, this knowledge will help them develop a better relationship between their brand and their customers.
There are six social media personality types who tend to share content with others. They are:
Connectors: Social media influencers who regularly pass deals and opportunities to their friends and members of their social networks
Altruists: Social media influencers who often share information they find useful
Hipsters: Social media influencers who share content because they believe that sharing is part of who they are
Careerists: Social media influencers who share content related to business and are most interested in sharing information that helps others solve problems
Boomerangs: Social media influencers who share content just because they want to provoke a response in others
Selectives: Social media influencers who are extremely selective about the content they share and who they share that content with
If brand managers develop engaging content that speaks to the social media personalities who are actively engaged in their social networks, they can implement a successful content marketing and branding strategy. As brand managers develop various social media content, they must keep in mind the six social media personalities and ask the following questions:
1. For the Connectors in my network: Is this a deal worth sharing? Will my Connectors be impressed enough to share this deal with their friends? What does this deal say about my brand’s promise to my customers?
2. For the Altruists in my network: Will my Altruists find this information useful enough to share with their friends and colleagues? Does this information accurately represent my brand?
3. For the Hipsters in my network: Am I okay with providing this particular piece of content to my Hipsters to share with their network? Does this content do anything to promote my brand’s promise to my customers?
4. For the Careerists in my network: Is this a problem my Careerists will be able to help us solve? Can I turn this into a white paper or webinar? Is this content consistent with our brand image?
5. For the Boomerangs in my network: Is this content the type of content that a Boomerang will share just to see how others respond to it? If so, am I ok with that? Am I okay with the message this content sends about my brand?
6. For the Selectives in my network: Is this content good enough to pass the muster of my most selective community users? Is it good enough for my Selectives to share? What message does this content send about my brand?
Brand managers must always remember to keep their brand’s image and message consistent, regardless of the personality type you are appealing to. The personality type may change; your brand does not.
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