Nielsen Norman Group – Social Media UX: User-Centered Social Strategies
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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:
- 6 common interaction types users have with organizations on social media,
- 50 design guidelines based on our research findings, and
- 166 screenshot illustrations supplementing our findings