Understanding the Basic Functions of Social Media Segmentation

Simple steps to segment your social audience into easy to manage chunks and get the most out of your online profiles!

All brands want their social channels to be popping, and who can blame them? With wild stats like, “71% of internet users are more likely to purchase from a brand they follow on social media”, it seems to be a treasure trove of willing buyers who you simply need to follow your page. We often have companies approaching us to increase their Facebook likes and Twitter followers in the vain hope that this will be that simple, much needed boost to their bottom line that they’ve been looking for.


If only things were so simple.


Social media is undeniably a vein of marketing that all companies must be open to now, but there has to be a proper understanding of your audience in order to make the most out of it. That means segmentation of your social media channels in order to generate content that works for you! So what can we do? The following are simple steps that we can take in order to segment our social media user base!


Understanding Your Social Media Audience For Targeting

Before you create the content, you need to understand who you are creating it for! This means understanding the limits to your segmentation on each respective social media platform. This doesn’t just mean paid for advertising, but your specific posts can be targeted to specific demographics on most channels. Take a look below and see what you can do:

Organic Posts




Social Media Segmentation Facbook



By clicking on the icon highlighted above, you can choose the organic audience for your post based upon things like gender, location and interests, as well as the time of day you want the post to begin and end (stop appearing in news feeds). A slimline version of their Ads Manager, it’s only available to pages which have a high number of followers which they can segment.



Social Media Segmentation LinkedIN




LinkedIN offers you the option to target your company page posts to certain segments of your user base. You can change the size of the company you are interested in, their industry and their geographic location!




Google+, whilst still knocking around on the internet, provides you the option to target your specific circles, which if Google+ was a worthwhile platform (ED note: which for some of you it may be!) this is worth doing.

Paid Posting



Social Media Segmentation Facebook Paid




Not exactly the best place for B2B advertising, but certainly a great stomping ground for B2C, Facebook advertising offers an incredibly cheap option for you to get in front of the faces of your precise audience.


You can target specific locations – more recently a radius around a specific postcode or address to highly targeted local area awareness. That’s as well as targeting people with specific interests and behaviours, such as online purchasing. Advertising campaigns even get a relevancy score once completed so you can learn from your mistakes.




Social Media Segmentation Twitter Paid

Social Media Segmentation Twiter Paid 2



Providing you similar segmentation functionality as Facebook, Twitter ads managers have broken down the types of ads you can create – from website clicks to gaining more followers, and have developed targeting strategies to help you find your right audience.


Do be aware that Twitter adverts cost per ‘engagement’, which means clicking on ‘expand the tweet’, favouriting, retweeting or replying, which isn’t always the desired objective. So if you’re running a Twitter campaign ensure that it’s with proper forethought into what you want to get out of it.

Twitter advertising can be very advantageous, however, when used as part of a retargeting campaign.


Post Times

You’ve probably been told that the best time of day to post your update is really late at night or really early in the morning so that you’re on your audience’s newsfeed first thing!


But then again, everyone has been told this… And with the dampening of organic reach on platforms like Facebook, this really isn’t the best technique to use anymore.


So what can you do? There are two things that come into play here. Are you a global brand that has people all over the planet connecting to your social channels? Segmenting your posts into a geo locations and posting at times that are more advantageous for your followers in those countries is an absolute must. Used in conjunction with organic targeting, you’ll be sure not to clog up everyones news feed…


Or will you?


Ok, you don’t want to clog up a news feed, but there is no reason why a post you made in the morning can’t be used again later that day, that evening or even the next day or in a month’s time. The average internet user is used to reposts by now and will casually scroll over them, giving you the opportunity to target an audience base that perhaps you didn’t reach before.


Social Media Groups

Again, this isn’t perhaps going to work for everyone out there, but all social media platforms allow you to either create a group, or group together people with similar interests. This not only gives you a platform to target, but also a space to learn about how your audience or peers feel about subjects.

Facebook Groups

By and large the more casual platform, Facebook Groups can be created to give your users a space to chat about your products; how they use them, their own reviews or share stories. This is particularly advantageous if you are a business that supplies a niche or hobbyist area of interest, and will give you an excellent platform to interact with users as well as to learn from them.

LinkedIN Groups

More advantageous for B2B clients, LinkedIN Groups can often be overwhelmed with spammy content marketers, though there is still a great deal of valuable knowledge to be gained from those in the industry. Each business is creating content that they hope to be unique and insightful, and setting up a group in your specific field can yield a great deal of interest from those who have something to offer, as well as establishing brand awareness for your company in their specific field.


These are just the basics of understanding user segmentation on social media, but will give you all you need to know before you go away and experiment.


For more insights into how we use social targeting in our digital marketing campaigns, sign up to our newsletter!


Source: http://www.adweek.com/socialtimes/social-media-facts/482462



Get on our list!


Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.