Ch. Identifying Target Audiences

What is the importance of targeting in SMM?

Targeting in smm involves reaching the right person, delivering the right content, at the place, in the right format, on the right device

What are common targeting practices in SMM?

Common characteristics used to identify target markets include:

• demographics

• geographics

• psychographics

Big data in targeting

Big data has expanded in include various sources, enhancing target capabilities including:

• behavioural targeting

• connection targeting

• interest targeting

• custom targeting

• look-alike targeting

• location targeting

Persona Development Cycle

Newer marketers develop personas from scratch using intuition, trial and error and market research

1. identify persona roles

2. list needs and identify situational triggers

3. create messaging objectives

Forrester Social technographics Ladder

Uses demographics to group social media users into 7 personas:

1. creator

2. conversationalists

3. critic

4. collector

5. joiner

6. spectator

7. inactive

Optimizing post and timing

• to optimize for smm means to enhance visibility of user profiles and content across platforms

• no one size fits all approach exists, methods varies by platform