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ATLANTA -- Not all social web users are created equally, according to the latest installment of a new study conducted by the Coca-Cola Retailing Research Council (CCRRC), entitled "Untangling the Social Web: Insights for Users, Brands and Retailers."
The report reveals the inside scoop on four categories of users -- "bonders," "sharers," "professionals" and "creators" -- including their style, the manner in which they interact and their influence as shoppers. These insights can help retailers more effectively leverage social media for strategic business purposes, according to the research council.
- Bonders, as their name suggests, love forming groups and building relationships. They were the fastest adapters to social networking and today are the most likely to use mobile devices to keep in touch with their networks no matter where or what they are doing.
- Sharers love spreading the word on what they are doing, including their shopping patterns. This group loves talking about their experiences, which makes them extra influential when it comes to spreading the word about products, services and stores.
- Professionals use the web to build their network for both personal and work issues. They are a little more careful with their posts, but still like to offer and spread their opinions in a timely fashion. Their work/life balance reflects itself in the social web, as they are just as likely to use professional sites such as LinkedIn as they are to use Facebook and Twitter.
- Creators use the social web to launch their new ideas and express their eclectic thoughts on a variety of topics. They post content, watch videos, read blogs and more in their daily path through the web.
For more insights on the four types of social media users, download the full Coca-Cola Retailing Research Council report at www.ccrrc.org, under the tab marked North America.