Embodiments relate to optimizing user response rate in social media. One embodiment includes generating a model for modeling a likelihood of social media user response from data collected from social media based on social media user filtering criteria and historical information. Modeling the likelihood includes estimating ability of social media users to perform a particular task based on social media user information including tracking of the social media users, evaluating previous task responses and personality features. Social media users are selected based on estimated ability to perform the particular task for maximizing a response rate.