Social Media UX: User-Centered Social Strategies
Social media is often a key component of many organizations’ omnichannel user experience. That said, users often have different expectations, wants, and needs when engaging with a company on social media versus a website.
This 174-page report provides guidance on creating and delivering a user-centered social strategy that is relevant, informative, and concise. Our findings come from 3 rounds of research with 96 users over the past 11 years. Our research targeted social platforms like Instagram, Twitter, TikTok, and Facebook, and various industries, from ecommerce to government agencies. In this report we’ll outline:
The third edition is a radical transformation. Social media has significantly changed over the past decade, which affected our research interests. The first two editions focused on RSS feeds, and then popular platforms like Facebook, Twitter, Myspace, and LinkedIn. In the latest edition, we take an in-depth look at how ever-growing social features impact user behaviors on platforms like Instagram and TikTok, and how these social platforms play a role in the omnichannel customer experience.
To find out how people engage with companies on social media, we conducted three rounds of research over the past 11 years. This report includes findings from all three studies, nearly 100 total users, and various research methodologies like usability testing, diary studies, and interviews.