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Companies on Social Media: 6 Interaction Types

Summary: Our user research discovered 6 distinct types of interactions users/customers have with companies on social media. Recognize each type, and support each one with different design approaches.

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Companies on Social Media: 6 Types of User Interactions with Business

Users rely on social media to find out about new products or companies, conduct research, engage with content, make purchases, and seek customer support.

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Alita Joyce is a User Experience Specialist with Nielsen Norman Group. She is a mixed-methods researcher with a specialization in cognitive psychology and behavioral observation. Alita has published research on a diverse range of topics, such as interface design patterns, young technology users, social media, emerging technologies, and strategic design initiatives. 

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