The Six Personas Of Social Media SharingIf you’ve been using Facebook or Twitter for a while, you’ve probably noticed that people connect and share information in different ways. Some of your friends share everything with everyone, and others are extremely selective about how (and what) they share.

The New York Times partnered with Latitude Research to conduct a study to understand why people share content.

By conducting in-person interviews, “sharing panels”, and surveying over 2500 participants, they were able to define sharing six personas:

  1. Altruists – These reliable folks want to be helpful and aspire to be seen as such. They primarily use Facebook and email.
  2. Careerists – These well-educated folks seek to enhance their reputation by bringing professional (No LOLCats) value to their networks. They primarily use LinkedIn and email.
  3. Hipsters – Hipsters share “hip” and creative content and view sharing as an integral part of their their identity. They primarily use Facebook and Twitter.
  4. Boomerangs – Boomerangs seek validation in the form of reactions to provocative content they share, even when it’s negative responses. They primarily use Facebook, Twitter and blogs.
  5. Connectors – Connectors share to stay connected with friends, and make plans around the content they share. They primarily use Facebook and email in thoughtful but relaxed ways.
  6. Selectives – These folks are extremely thoughtful and selective about what and with whom they share information, and assume that their friends will be appreciate their resourcefulness. They primarily use email.

Download The Psychology of Sharing here.

Which of the six personas are you?

Learn how one nonprofit increased their online fundraising by 1,400%!


Learn the tools, tactics, messaging, and website tweaks that created thier explosive result!


  1. May I be cheeky and ask about the missing category? I’d call them the Muddles – the folks who are a bit confused, or muddled, about what, when and how they share on social networks.

  2. This is interesting, but how should we use this information? I suppose it’s useful to consider which group we want to target, or how people share our information so we can fashion it differently?
    I’m new to your site and enjoying it very much, by the way :)