Published under: Social Media, Persona

The brave new digital world has opened up a cornucopia of persona developing information. In the past, we 121Hcould look at basic demographics and develop an idealistic rendering of a user segment. The proliferation of social media has changed all of that by connecting each of the individual data points about a potential buyer and weaving them into a true-life story.

Development of a persona is no longer based on simple demographics; the new name of the game is psychographic targeting. This form of consumer analysis considers lifestyle choices to create a detailed profile. It includes collecting data from traditional demographic categories such as age, gender and employment and melds this information with things like interests, search habits, predilections and opinions.

It is more about reaching a whole person instead of just a category to which they belong. This tactic doesn’t just work for B2C endeavors; it also applies to B2B. The true essence of a company is the individuals it employs. In fact, targeting an individual as an extension of the company by which they are employed only helps to further define the whole person. Now your 35 year old male who enjoys traveling, white water rafting, cooking whole foods and occasionally watches Real Housewives of New Jersey can be further defined by his career; not just as a mid-level manager at a tech company but as a mid-level manager at a tech company that specializes in providing start-up entrepreneurs with consultative advice and on-demand developers. Now that is a persona.

As search engines and social media continue to collide resulting in a holistic approach to user data, detailed and specific persona development will continue to move in the direction of psychographic targeting.