Hello everyone, we meet again!
I want to ask a question, are you a Facebook user?
If yes, have you ever wondered what type of Facebook user you are? Did you even know that there was an existence of different types of Facebook users?
The world is so complex, it’s not as simple as we thought it would be. One moment, you just think you’re a normal user on social media who owns a Facebook account. Next minute, you’re been sectioned off to being a particular Facebook user, whilst the person who lives across the road from you is segmented off as being another type of Facebook user.
So what exactly are the different types of Facebook users? How many types of users are there? Why are we even dividing up different types of Facebook users?
With Facebook having an estimated 1.71 billion active users monthly, a study by Hodis, Sriramachandramurty & Sashtittal had sectioned off Facebook users into four segments. The importance of segmenting Facebook users is solely for the advantages of marketers. Within this framework, marketers are able to target their customers much better through crafting a marketing mix which fits the needs and wants of their potential customers. (Hodis, Sriramachandramurthy & Sashittal, 2015).
As a result, the four segments of Facebook users are as follows:
Entertainment chasers are characterized by:
- Low levels of creation on Facebook
- Low levels of Facebook consumption
- Using Facebook as a form of entertainment
- Method to deal with their boredom
- Access is generally via mobile device
- Uses Facebook to pass time
- Enjoy playing games available on Facebook
- Spend large amounts of time on Facebook
- Facebook is a way for them to connect
- Constantly always seen on Facebook
- Highly addicted to Facebook
- Use Facebook as their second life
- Facebook is where they can express their feelings & thoughts
Connection Seekers are characterized by:
- High level of Facebook consumption
- Low level of creation on Facebook
- Main aim of wanting to connect with friends and family
- Not posting and sharing about their daily lives
- Loves getting the ‘likes’ on their DP and photos
- Wants people to pay attention to them
- Not necessarily interactive and engaging with others
- High number of friends
- Time spent on Facebook is low
- Thriving on compliments and praises received from Facebook community Image source
- Individual focused posts and status updates
- Heavily centered around the ‘individual’
- Heavily shares to others what they are up to
At the end of the day though, how important are these segments to marketers? Marketers must understand that their customers are all different. None are equal, hence they will need to be reached in different manners.
Have you ever noticed that when scrolling through your Facebook News Feed, on the right hand side, you’ll see a bunch of advertisements pop up? Have you ever noticed that sometimes the ads you see are very relevant to your research searches? Current Facebook marketing practices have accessed and analysed your recent searches, to then bring you recommended products and brands that could be potentially useful for you. However, what marketers don’t understand is that consumers are feeling ‘creeped out’ and ‘stalked’ due to the targeted Facebook advertising. The study mentioned in this blog post earlier found that users were becoming more suspicious, and as a result, consumers were turned off by such actions.
As a result, what should marketers do then? The answer is simply to personalize, shift away from advertising, and to meet consumer needs and their user psycho-graphics. Additionally, it is important to create campaigns which can appeal to more than one of the four Facebook user segments. Creating content that can engage several segments at once can reduce the consumers feeling of being ‘watched’ and ‘stalked’. (Martin & Torodov, 2010).
Before we finish off today’s tour, I want to know, what type of Facebook are you? Are you a particular user, or do you feel that you’re more than one type? Feel free to share your answers in the comment section below. I’m very keen on hopefully being able to meet each of the four types of Facebook users.
Thanks for your time, but in a single file, please all make your way back onto the bus.
Until next time, where we will meet at Destination #3!