Small Business Owner – Young | Urban


This persona is courtesy of social media scheduling tool, Buffer and is an example of one of the personas they target.


Sandra: I love that Buffer’s persona includes ‘Content suggestions’ as a way they can help. This is an example of thinking beyond your product functionality to help solve the customer’s ultimate need. It’s a lot easier to schedule posts if you have content ideas out the wazoo!

Emily: I like the specificity of ‘Urban,’ because it helps me visualize this person. She takes mass transit to work (or thinks about it), maybe chooses to live in a high rise and likes to meet friends for dinner after work. But ‘maximize social media resources’ is vague to me.  Maybe, ‘Constantly under the gun to produce results from Social Media’ Something that makes me feel empathy.


Rachel – Small Business Owner / Social Media Marketer

Age: 32 – 39
Salary: $90k
Education: Masters Degree
Married / no kids

Needs to:
Save time online
Find interesting content to share
Maximize social media resources