Persona

In the social media context, a persona refers to a nearly real yet very fictional representation of a brand’s ideal audience, an audience that marketers want to reach because its members are part of the demographic the brand desires. Personas are conceptual tools that marketers use to make more humanistic decisions when it comes to communication. Marketers often use the term 'persona' when discussing their social media strategies.

They might say, 'We constructed a persona for our ideal target user. ' For social media managers, humanizing data and analytics helps them envision the metrics behind a real person and make better decisions on what content to create and how to manage a community.