Secretly, the answer to this question has already been answered: the persona wants to express the polished or not polished version of her identity. As a company, you have to support the customer in achieving and expressing this online identity.
Social proof
Now I have to say that there is a twist in the refinement of identity. Because where the consumer on the one hand seems to do her utmost to establish an authentic identity, on the other hand she likes nothing better than to hide in the fleece of other sheep from the social media flock. Welcome to the world of social proof , where one is consciously or unconsciously influenced by the behavior of others.
A clear example of this is the social media bar that is now floating on your left. The bar is lurking at you for a reason: it wants to show you how many people have already shared this article, with the aim of influencing you to do the same.
The social media hierarchy of needs
All in all, we can conclude that what consumers read, share and follow on social media depends on
The online (polished) identity that the consumer wants to create.
The extent to which your brand is appreciated by others.
We are all familiar with Maslow's Hierarchy of Needs , which organizes human needs into a pyramid model. Unfortunately, there was no social media in 1943, but that shouldn't spoil the fun of reframing the model to a social media perspective:
Social Media Hierarchy of Needs
In five steps to the top of the pyramid
The big question is: how do you reach the top of the pyramid? Your social media success begins where every process in life begins: at the bottom of the ladder…
Step 1: Define your buyer persona's online identity
A buyer persona is a fictional character that represents your typical customer, based on criteria such as age, gender, interests and personality. When defining the buyer persona, you should not only consider the real-life identity, but also the online identity that the customer wants to establish: what are the beliefs and values that the customer wants to radiate online?
As a company, you need to be present on the most important social media vietnam mobile phone number list just to show that you exist . Note that you do not necessarily need to be active on all of these media. It is purely about being present as a brand. Moreover, it is important to monitor all media.
Step 3. Be active where your buyer persona is
The next step is to be structurally present on the media where the buyer persona feels safe and at home. These networks form the mothership of your social media strategy. It is the place to build the why of your company, which ties in with the why of the buyer persona.
Step 4: Start the conversation
This is probably the hardest step. You have a buyer persona, you have a why, and you are present. You just don’t have fans yet. Now you have to be social! The trick now is to connect with the target group in a non-committal way. This translates into sharing content, reaching out to potential fans, and gently joining in discussions. Stay away from pushy methods such as like-and-win actions and spam messages.
Step 5: Keep working on your brand
This step is actually automatic. You have built up a reasonable base of fans and content. New fans are attracted by the brand identity that you radiate and by the other fans that influence them. It is important to continue to work on your brand consistently.
Self-realization
Self-actualization is at the top of the pyramid. As a company, this means that you have established a stable brand that shows a ' fit ' with the identity of your buyer persona. Talk about chemistry.