The document discusses different types of social media users and their behaviors. It profiles 6 archetypes - Traditional Terri, Ambitious Amber, Everyday Eddie, Vice Vicky, Popular Penny, and Cool Cade. For each, it provides their self-description and characteristics about how they use social media, including their preferred platforms, types of content shared, and goals in using social media. The document aims to help understand different audiences in order to effectively engage with them through social media.