Personas are not new. They have been around since the 1990s. What is new is taking personas and applying them to social media.

A persona is a tool to summarize research about a target audience and help marketers and advertisers see the world from a single target person's perspective. A great tool, it is often used by Web developers, user experience designers, and B2B marketers.

This article provides four approaches to creating personas to increase the relevancy of your social media marketing methods.

Personas: From Usability to Social Action

In Web design, personas help in creating a digital experience that optimizes usability; in social media marketing, personas are about delivering more customized messages.

Communicating the right message at the right time in the right channel improves the performance of the one-on-one personal communication that happens in social media.

Understanding consumer personas can help content creators produce more meaningful day-to-day, one-on-one social media communication. Personas help marketers take a customer-centric approach that connects with consumers in meaningful and relevant ways.

Brand message, voice, and promotions still matter, but social media engagement requires customizing messages for specific situations.

Sign up for free to read the full article.

Take the first step (it's free).

Already a registered user? Sign in now.


image of Keith Quesenberry

Keith Quesenberry is a professor at Johns Hopkins University and an award-winning advertising copywriter/creative director for Fortune 500 and startup clients.

Twitter: @Kquesen

LinkedIn: Keith A. Quesenberry