Facebook's 8 Fundamental Hooks and 6 Basic User Types: A Psychographic Segmentation

David Evans, Nora Robertson, Tenille Lively, Linda Jacobson, Mariana Llamas-Cendon, Heidi Isaza, Sam Rosenbalm, John Voigt, Kevin Michael Martin

Abstract


Understanding the different types of Facebook users is the first step to effectively communicating with them and providing appropriate features. Psychographic segmentation is a statistical procedure that first identifies the fundamental value-propositions or 'hooks' of a technology, and then derives the user types who respond similarly to those hooks. Partnering with Psychster Inc., students in the University of Washington Master of Communication program in Digital Media (MCDM) applied this method to 236 Facebook users who rated the importance of 90 value-propositions via an online survey. The 6 user types that were found can be remembered by the acronym FBSIGN.

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DOI: http://dx.doi.org/10.7152/fpr.v2i1.13914

ISSN: 2163-8209