Social Media Marketing Personas

Create at least three personas that could be used for Facebook/Twitter/Instagram for DFAT

Persona One

Demographics

Persona one is a young female aged 24. Persona one is casually employed and also partakes in regular internships/work experience. Persona one is located in Canberra. Persona one’s marital status is single. Persona one has completed high school and is currently studying at a tertiary level at a local university.

Psychographics

As noted, persona one is currently studying at a local university. She is studying either a Bachelor of International Relations, Bachelor of Political Science, Bachelor of Asian Studies and Law, Bachelor of Global Studies, Bachelor of Arts and Law or a Bachelor of Communications and International Relations.

Persona one is hard working and goal orientated. She is focused on maintaining exemplary grades and creating an outstanding professional portfolio. Persona one is interested in working in such departments as ASIO, DFAT or the AFP and maintains a clear professional goal.

Persona one is an open minded individual who is actively involved with international and national affairs. She is non-religious and highly regards fairness, unity, multiculturalism and national security/safety.

Media Usage, Influences and Information Sources

Persona One is a highly active social media user and spends majority of her time on Facebook and Instagram however also uses Twitter regularly to maintain updated on international news. She is influenced by individuals such as Oprah Winfrey, Michelle Obama, Emma Watson and Ellen Johnson Sirleaf. As mentioned, persona one uses Twitter to stay updated on breaking national and international news, in addition she uses LinkedIn to apply for internships and display her professional identity.

Persona Two

Demographics

Persona two is a young male aged 19 who similarly to persona one is casually employed and partakes in regular internships and/or work experience. Persona two is also located in Australian Melbourne. Persona one and two are again similar as they too are single and have completed high school education and are currently studying at university.

Psychographics

Persona two is much like persona one. He is studying either a Bachelor of International Relations, Bachelor of Political Science, Bachelor of Asian Studies and Law, Bachelor of Global Studies, Bachelor of Arts and Law or a Bachelor of Communications and International Relations.

Persona two is driven, career focused and has a passion for international relations and politics. He is zealous about multiculturalism, international trading and relations, unity and travel.

Not only is persona two non-religious but he also is motivated to achieve a profession in departments as ASIO, DFAT or the AFP.

Media Usage, Influences and Information Sources

Persona two primarily uses social media platforms such as Twitter, LinkedIn, Reddit, Facebook and YouTube. His social media usage is spread evenly between all platforms. Persona two, like persona one, uses Twitter to keep informed of both national and international news and LinkedIn to project a clear professional profile. He is influenced by individuals such as Barack Obama, Emma Watson and Ravindra Gupta.

Persona Three

Demographics

Persona three is a male adult aged 40. He employed fulltime in a government job. Persona three is divorced with children. Persona three is located in Canberra and travels to international cities due to work requirements. Unlike personas one and two, persona three is high school, university and a masters graduate. As previously mentioned, persona three is employed full time with an Australian Government department, within the organisation ASIO.

Psychographics

Persona three is a driven professional working within the Australian Government. He has two children who he pushes to learn about international countries. He travels regularly for work and cares about his and his country’s image. He is highly educated and is highly regarded within his profession. Persona three maintains consistent interaction with government based social media and interacts regularly with Australian government officials.

This persona graduated from university with a Bachelor of Political Studies and Law and a Master of International Relations. He is passionate about his job and is in laymen terms “a workaholic”. He likes to spend time with his work colleges and enjoys scholastic conversations. Persona three is a determined individual who gains gratification from professional achievements and praise.

Due to his busy work schedule and his commitment to his professional life, persona three spends limited time at home and as mentioned before travels frequently. Finally, persona three is non-religious and is defined by many as a realist.

Media Usage, Influences and Information Sources

The used social media platform by persona three are Facebook, Twitter and LinkedIn. He shares professional achievements with his family, friends and colleges via Facebook and uses the platform to stay connected with his social network whilst traveling. Persona three, much like persona one and two, uses Twitter to remain updated on international and national news events. Persona three uses LinkedIn to share professional achievements and maintain a prodigious professional portfolio. Persona three is influenced by such individuals as Jacinda Arden, David Hill and Jerome Powell.

Once you have created your persona, pretend to be the target audience of your own persona and evaluate its effectiveness with Twitter.

Persona One

DFAT’s current Twitter is a regularly updated platform which covers relevant worldwide events, the departments achievements and any upcoming opportunities within the organisation. With a minimum of one daily update on the topics mentioned, it is undeniable that it is an effective use of Twitter to target audience such as persona one due to her professional goals, interests and social media usage.

Persona Two

Similarly, to persona one, DFAT’s Twitter platform is an effective way to incorporate a target audience such as persona two. He is a young male who is interested in a job in international relations and is a motivated student. Persona two is an avid social media user and regularly uses Twitter. With the combination of his interest in DFAT’s work, ethics and opportunities, his current social media usage and the regular updates from DFAT via their Twitter account, it can be argued that their current social media marketing methods are effective.

Persona Three

Finally, Persona number three. He is a consistent traveller and spends a lot of ‘waiting time’ scrolling through social media on his phone. Due to his time limited lifestyle, he uses Twitter to keep updated on national, international and government events. As persona three works within the Australian Government, he works closely with individuals from DFAT and needs to be attentive of their activities. Twitter allows him to maintain updated on such activities in a precise, timely and informative matter. With DFAT’s current Twitter marketing methods it is undeniably effective for a target audience such as persona three.

You have now created three personas which of the three personas would be more likely to be on Facebook, Twitter or Instagram? Would all three personas be on all platforms? Explain why or why not.

Due to the similarities between persona one and two, they would be active users on all three platforms. Being between the ages of 18-25 these individuals are avid social media users and use a variety of platforms. Target audiences who use multiple social media platforms are valuable to companies and organisations as they provide more platforms to market their product, profession, morals and values. Persona one and two’s age is not the only reason they are likely to be on all three platforms but due to their individual goals, professional goals, interests, current employment, education and known social media use, it is unquestionable that these personas are active on all platforms. Unlike personas one and two, persona three is only active on platforms Twitter and Facebook. Taking into account his age, profession and individual characteristics we can rule out his use of the social media platform, Instagram. Although it is not impossible for a divorced male in his 40’s to use Instagram, we can identify from his persona that his professional life is his main focus and in order to maximise his professional profile, he limits the usage of social media in a personal capacity.