Social Media : Do You Master Your Persona ?

crédit : Visuallys / Équipe Visuallys IA Hiver-Printemps 2023 avec Midjourney

Let's start from the top… What's a persona ?

A persona is a representation of an ideal user or client. This fictional entity is typically the result of market research aimed at identifying the main characteristics of the target audience to whom you wish to sell something. Personas are used in marketing, communication, design, and other fields looking to understand the needs, behaviors, and expectations of potential customers.

Social media has revolutionized the way we communicate to each other. This is especially true for B2C-oriented organizations.

Facebook, Instagram, TikTok, YouTube, X (formerly Twitter), LinkedIn... the opportunities for connection and exposure are constant.The most popular social networks aim to connect one human to another.

Let's remember that the first version of Facebook was an online directory with messaging, created by Mark Zuckerberg to strengthen networking among his Harvard peers.

Facebook quickly became the most widely used network globally, with over 3 billion estimated monthly users as of 2024. Clearly, social media responds to a need for connection with others.

Connection also means visibility. We want to see and be seen.

This is true for individuals, and it is also true for organizations that see social networks as an opportunity for visibility and conversion.

The most popular platforms prioritize individuals over professional organizations

So, what content should a business highlight ? How can you create a sense of closeness? How do you generate interest without spamming?

What tone should you use? What information should be communicated, and when? Should you use informal language?

Communication on social networks differs from other media. The tone and message must be adapted, and the positioning reassessed.

Moreover, if you have multiple community managers, how can you ensure that they all speak with the same voice?

If you're asking yourself any of these questions, it might be time to define your persona. Not the persona of your target audience, which you likely already know, but the persona of your brand.

If your organization were a person... who would it be?

By defining your brand's persona on social media, you create a fictional entity with its own personality, interests, nuances, and voice. Defining a persona will allow you to maintain consistency over time, no matter who holds the position of community manager.

Just as we evolve over time, your persona will likely also need to change to stay current and relevant to your competitive environment and the needs of your target audience.

Ready to get started?

Article written by Maé Ustarroz

Management and Communication Specialist

Founder of Pangea Strategy

Pangea is a network of experts specializing in strategic communication, change management, and management consulting. Our mission is to support impact-driven organizations in their growth and performance.