As the social space matures and companies recognize that they can no longer afford to ignore the “fad” that is social media, a common theme we keep hearing is: who and where are people who want to communicate with us, and whom we should be listening to and focusing our content development on?
As part of the process we’ve developed for formulating a solid and sustainable social strategy for brands, we typically start with developing a Digital/ Social Persona to help guide the engagement and communications strategy. While Personas are common in advertising and UX circles, they are relatively unique within social media as most practitioners will just tell you to “start listening”. While this is absolutely key to understanding and getting involved, it doesn’t provide a roadmap for long-term planning and engagement.
A persona doesn’t replace interacting directly with your customers, however it does give brands an understanding of how their customers are using digital media in all its forms, how they are interacting and engaging with complementary brands, the types of content that resonate with them, and a sense of where the brand “fits” (or could fit) within their online life. It also clearly demonstrates where it falls down, or neglects an important aspect.
In our experience, having this information, backed by thorough data and research, immediately illustrates where traditional communications fall short and why they should invest in 1-to-1 interaction and content development to remain relevant. It also begins to start the process of thinking about what true integration and touchpoints mean on a larger level.
We have a system we use to develop these personas with both qualitative and quantitative research, and with each iteration or new project find new ways to get to know the “persona” of the composite individual we’re modeling. I have a firm belief that with the amount of data we are collectively collecting in the digital realm helping companies make sense of it all and truly understand who their customers and prospects are will become both easier and more difficult. :)
For my social media friends out there – what types of practices do you use to help your clients get to know their customer?
[Cross-posted from Teehan+Lax]
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