Skip to content
 

social media enhances market segmentation usefulness

social media-based market segmentation

by Kenneth Rudich

Social media marketing has ushered in a great opportunity for getting to know your customers and prospects better.

The advantage it affords over earlier segmentation practices like demographics, sociographics, or firmographics is that it offers a unique glimpse into what drives people’s behaviors and decisions, what they’re thinking, how they view the world.  It can mean the difference between groping for something substantial, and being given something substantial.

What makes social media substantial by comparison is the organic nature of it.  Unlike surveys or focus groups, where the responses assume a bias based on the instrument used, social media operates differently.  There is no instrument, just a platform – and it fades into the background while the interaction moves to the foreground.  It invites impromptu honesty and healthy expression.  

use social media for intelligence gathering

In this environment, marketers are well advised to sit back and listen often.  Though you may need to occasionally stir the pot to keep it productive, less intervention is better than more.

It’s similar to comparing an organic garden with one where chemicals are used.  Though both need seeding and watering, one gardener will stop there while the other steps over that line.  Where one yields potentially tainted food, the other produces it chemical-free.  Social media can be like that.  If you want it the equivalent of chemical-free, just add some occasional nourishment as needed and nothing else.  Leave it alone after that.  Let it grow by itself. 

Become an artful eavesdropper if you can.  By listening, you’ll learn about your customers’ and prospects’ hobbies, interests, dreams, worries, and pursuits.  Said another way, you’ll become better acquainted with them.  And then you can leverage that information by incorporating it into the marketing of your products and services.  

Speaking of eavesdropping, don’t limit yourself to just listening within the confines of your own social media initiative.  Get out in the virtual world.  Travel around.  Be nosey.  See what others are doing and saying, whether it’s at a competitor’s site or simply another one that can provide a dose of inspiration for yours.  Be inquisitive and ask yourself (to yourself), are they doing something you’re not and should be?  Is there a way to better differentiate what you’re doing based on what they’re doing?  Are they inadvertently handing out clues about their marketing strategy that you can use while developing yours?

social media-based segmentation

The last video post, “Cultivating Customers with Social Media,” encourages the use of socially-oriented themes within your social media initiative.  Assembling the right collection of themes can expand your social circle and keep it growing.  These socially-oriented themes provide yet another avenue for segmenting the market in ways that will be meaningful to your customers.     

39 Comments

  1. purificadoras de agua says:

    I’m new to your blog and i really appreciate the nice posts and great layout.:.;,’

  2. idm crack says:

    I’ve read some excellent stuff here. Certainly value bookmarking for revisiting.
    I surprise how a lot effort you put to make one of these
    fantastic informative web site.

    Feel free to visit my blog post – idm crack

  3. purificadoras says:

    Thank you for producing the powerful, dependable, educational and as well as easy tips about your topic.

  4. purificadoras de agua says:

    Thank you for producing the powerful, dependable, educational and as well as easy tips about your topic.

  5. purificadoras de agua says:

    Excellent post, I will be checking back regularly to look for updates.

  6. property for sale says:

    Hi my friend! I wish to say that this post is amazing, nice written and come with approximately all significant infos. I would like to see more posts like this .

  7. click here says:

    One thing that completely troubled me was that even with the internet, a lot people still don’t care to write about the subject in this quality.

  8. at&t cell phones says:

    Hi! Your article rocks as well as being a legitimate wonderful understand!??

  9. Raymundo Noy says:

    I’ve just started off a blog, the knowledge you give on this site has aided me extremely. Thank you for all your time & work.

  10. Laura Lough says:

    I would like to say “wow” what a inspiring post. This is really great. Keep doing what you’re doing!!

  11. Nam Laughead says:

    I REALLY liked your post and blog! It took me a minute bit to find your site…but I bookmarked it. Would you mind if I posted a link back to your post?

  12. Dorinda Navar says:

    Interesting read, perhaps the best article iv’e browse today. We learn everyday cheers to you!

  13. Sigrid Tirpak says:

    I’ve just started off a blog, the knowledge you give on this site has aided me extremely. Thank you for all your time & work.

  14. Anibal Mehr says:

    Hello, this is my first time i visit here. I found so many interesting in your blog especially on how to determine the topic. keep up the good work.

  15. Jacquline Youell says:

    Great read. Thanks for the info!

  16. Gary Lamprey says:

    Nice post! You truly have a wonderful way of writing which I find captivating! I will definitely be bookmarking you and returning to your blog. In fact, your post reminded me about a strange thing that happened to me the other day. I’ll tell you about that later…

  17. Matilde Ysaguirre says:

    I was just having a conversation over this I am glad I came across this it cleared some of the questions I had.

  18. Claud Smale says:

    Of course, what a great site and informative posts, I will add backlink – bookmark this site? Regards, Reader

  19. Joan Dafoe says:

    Intriguing post. I have been searching for some good resources for solar panels and discovered your blog. Planning to bookmark this one!

  20. Brice Bartl says:

    Awesome post. I so good to see someone taking the time to share this information

  21. Corinne Rhein says:

    Great read. Thanks for the info!

  22. Silas Sverchek says:

    Good! Thank you! I always wanted to write in my site something like that. Can I take part of your post to my blog?

  23. Pete Widrick says:

    I REALLY liked your post and blog! It took me a minute bit to find your site…but I bookmarked it. Would you mind if I posted a link back to your post?

  24. Mertie Norwell says:

    Nice post! You truly have a wonderful way of writing which I find captivating! I will definitely be bookmarking you and returning to your blog. In fact, your post reminded me about a strange thing that happened to me the other day. I’ll tell you about that later…

  25. physical therapy says:

    What a great resource!

  26. medical billing says:

    My cousin recommended this blog and she was totally right keep up the fantastic work!

  27. Tyree Passalacqua says:

    Giving a blog talk to beginner bloggers in the not-too-distant future, I’ll be pointing people in the direction of your efforts. Nicely put together dude.

  28. Hoyt Unterman says:

    Great synopsis of commenting and how to very well written and all that link love you just poured out, great post, if this was a forum you would have a sticky on this.

  29. harry says:

    i’d try to look for more info on this … btw do you have a facebook page ? bookmarked your website …

  30. Alan Alrath says:

    I’m really overjoyed I came across your writings, your opinions on social media are really smart and I’ve learned a bunch. I found you because a cousin told me about your blog and I also saw your name when I did a search in Bing!

  31. le Seotons says:

    As a technologist and marketer I was familiar with a lot of the concepts but to see them presented in a concise easy to read style was great.

  32. custom suits says:

    Found your site from a friend’s Facebook link, it seems that you have growing fanbase and I now undertsand why… Keep the quality articles coming, thanks a million.

  33. Easy Recipes says:

    I’m anxious to try this! Thank You!

  34. seotons says:

    Your place is valueble for me. Thanks!…

  35. xrumer says:

    Pretty nice post. I just stumbled upon your blog and wanted to say that I have really enjoyed browsing your blog posts. In any case I’ll be subscribing to your feed and I hope you write again soon!

  36. I enjoyed reading this blog post! Keep up the wonderful work.

  37. Buy Backlinks says:

    Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

Leave a Reply