Personal social networks and professional ones satisfy different needs and interests, and have different sets of emotional drivers that fuel them: People not only make different types of connections but also experience different sets of emotions, depending on network type, according to a study conducted by TNS for LinkedIn.
When visiting personal networking sites (e.g., Facebook, Twitter, and Pinterest) people experience emotions around memories and entertainment, whereas when visiting professional networks (e.g., LinkedIn, BranchOut, and BeKnown) people are motivated by the sense of purpose to achieve the goals they've set, the study found.
According to the top five drivers identified by the study, when using personal networks, people spend time being entertained, whereas when using professional networks, people invest their time to connect with people and brands that align with their drive for achievement and success:
Below, additional findings from the study titled "Market to Mindset," which explores what motivates people when they visit social networking sites, and what type of content they prefer when they visit those sites.
Types of Content
The casual and purposeful mindsets create differences in the content people expect to see on each type of network.
Among professional social networkers, career information tops the list for preferred content, followed by updates on brands, and current affairs: