A social media approach starts with formulation persona of the target audience. Interesting literature to read is “Marketing in the groundswell” by Josh Bernhoff (Forrester Research) & Charlene Li. The new book of Josh Bernhoff, “Empowered” is recommended. After extensive reseach online I coiuldn’t wait to start with the persona. I started looking for examples (2009/2010), but what I found was not specifically for social media. So after many interviews I created a scheme with persona properties. The scheme might help you with creating your own one. Try to find the persona properties that are the most relevant for your business.


Example scheme, Dutch (click to download in PDF)
Persona DMU target profile format


Even though a scheme is a great way to “configure” your persona it’s not a great format the share or present to your company. After adding some personality to a persona you could create a moodboard. It might be important to validate the persona your have created in real life!


Example moodboard, Dutch (click to view in a new window)
moodboard social media persona

About the author

Diederik Martens Marketing Operations Contractor

Diederik Martens is a results-driven digital marketer with a passion for B2B and the complex sale. Diederik is a frequently asked speaker and lecturer on marketing operations, marketing automation, lead nurturing, buying journeys, CRM, Predictive Lead Scoring, and marketing technology. Diederik is Marketo Certified and experienced in Salesforce. Marketo honored Diederik as one of the world’s top 50 by naming him to the 2014, 2015, and 2016 Marketo Champion Elite class. In 2015, Diederik was awarded a Killer Content Award in 2015 for his nurture campaign strategy at Quintiq.

Comments (1)


Goed artikel!
Goeie informatie!


New Comment

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>