Social media communities are more niche, which means focused explicitly on a particular interest, location, or characteristic than ever before. Audience segmentation refers to the process of categorizing people into certain groups based on specific criteria. Reasons for being particular in your messages:
- Being more effective in your paid advertisement on social media
- Having a clear idea of who you are reaching and what is important to them
- Understanding the range of different touch-points for each user
Key terms
The primary audience is made of the individuals you want to target first
The secondary is made of the individuals you wish to target second
Emerging audiences are those you want to note as individuals based on their monitoring and listening they do on social media. They could transform into key primary audience.
Opponents are also, known as critics, are self-explanatory these audiences are not the biggest fans of the brand you represent
Creators are a subset of influencesr who focus on creating original content in their own voice for brands rather than just sharing brand-generated content.
Ambassadors are advocates for the brand. Another type of audience to consider for social media are those who advocate for and promote you’re based on their own personal interest. Hootsuite has an ambassador program that focuses on engaging professionals who not only use Hootsuite products in their work but are actively supportive of and loyal to the company.
Influencers
An influencer is someone who has built an audience and is viewed as an authority figure. Influencer marketing is becoming one of the more prominent and fast-paced areas of specialization in social media. Brands and influencers have to disclose their relationship and follow Federal Trade Commission guidelines.
Influencers should be creating relevant content, not just ads. Social media influencers represent an online persona or an identity constructed by an individual online that may or may not represent who he or she truly is in real life. Influencers have to rely on their audience and fans to continue to stay on top. If you want to engage with influencers may give them a shout-out on twitter. Make yourself stand out from all the other comments they receive. Know what you want to get out of following an influencer. Finally, stay away from fake or false influencers. A key thing to look at is are they promoting a brand or just themselves.
Best practices:
- Be prepared to compensate the creator or influencer
- Allow creative freedom so that there is a mutually beneficial relationship
- Do your research
- Set out your expectations and guidelines for brand voice and community
TayTayInHere 