Altruists make up the largest percentage of social media users. They share information with their friends and followers because of a desire to help others. Altruists should be a primary target audience for all nonprofit organizations, fundraising-related companies, etc. as these social sharers want to help NPOs help others in need. The most effective way to engage altruists is through Facebook and email.
Selectives are the second most common types of sharers on social media. They share information because it will be relevant to a specific friend. Selectives use email most frequently to share information and ideas.
Passionates share information because they share a common passion with someone else. They use Facebook most frequently, but are often very active on customer review sites.
Just like their name suggests, Connectors share information in order to create opportunities for socializing with friends. Connectors use multiple social media channels to more effectively share information with their friends and followers; the most frequent sites used by Connectors are Twitter, LinkedIn, Flickr and Facebook.
Trendspotters use social networking sites to share information in order to show that they are aware of the newest, hottest trends. It is important for these sharers to build their credibility across multiple social media channels; most frequently, Trendspotters use YouTube, Twitter, LinkedIn, foursquare, Flickr, Facebook and Delicious.
Provocateurs share in order to get a reaction from friends and followers. Bloggers often fall into this category of sharers. Provocateurs use YouTube, Wordpress/Blogger, Twitter, LinkedIn, foursquare, Flickr and Delicious most frequently.
Careerists use social networking sites primarily for business purposes. In general, Careerists use YouTube, Twitter, LinkedIn, Flickr and Facebook to share information related to their business or career.