Aimia, a firm that works on the loyalty management area, recently published a clusterization of American social media users that might be quite useful. They worked by identifying 2 axis (on trust = participation on social media; and control = exposure) and then clustering consumers to it, highlighting 6 big groups of consumers.
Personally, I must say I am not totally convinced by this study - primarily because I think there is limited differentiation between the 2 axis (is trust that different to control that generates a different dimension of behaviour? I don't think so), and that is very visible on the differences between the 6 groups as charted in the summary you may find in the article (they are primarily based on volume of consumption and not substancial differences around different patterns). I would prefer differences based on time of usage (during the time), duration of interactions, number of media used, brand engagement frequencey. Still, I think it is a good clusterization effort, and it might be worth giving it a look.
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