Market Segmentation in Social Media

Social Media Marketers are wondering what is necessary for their social media campaigns. Social Media should be treated like other marketing efforts in the way of target audiences and market segmentation. Companies can structure their energies, resources, and strategy to reach the appropriate markets affecting the overall ROI and brand influence. 

Eric Goldstein of One To One (www.onetooneglobal.com), suggests that social media managers (SMM) take tips from e-mail marketers on segmenting social media messaging. Goldstein reminds SMM of the success from e-mail marketing campaigns and how the segmenting is proven method of that success. Personalized content and targeted messaging in social media as in e-mail marketing can prove just as successful.

Research will aid you in the process of determining your audience’s needs.  Knowing who your target audience is allows you to know what their interests and cater your messaging to those specific interests. You must engage your consumers in an interactive environment that does not include a hard sell. Focus on interaction and brand influence within the different markets.

Example: if your product target audience is working mothers from the ages 35-45, it probably not likely that you should tweet about nightclub events happening during the weeknights to this audience. This segment may dismiss the brand completely as it is not relative to their interests. However, if you had a Facebook group for women who swapped home remedies or recipes you may gain additional followers based on the similar interests.

Overall, market segmentation is an important aspect of marketing in general. It’s center around research and with effective research, you can maximize your marketing dollars by knowing who to go after, how to reach them and which platforms are the most optimal. Always remember your audience during message conception, think about how that demographic receives messages, reacts, and subscribes to new information or products.  

 

Resources:

http://socialmediatoday.com/eric-goldstein/305210/what-social-media-must-learn-e-mail?utm_source=feedburner&utm_medium=feed&utm_campaign=Social+Media+Today+%28all+posts%29