Several aspects of social media marketing set it apart from consumer marketing of yore—the one-to-one conversations, the engagement with consumers in real time, and of course the contact with people who influence others.

To be effective in the many different types of social media marketing, some marketers have adopted microsegmentation as a strategy.

In traditional marketing segmentation, marketers are able to slice audiences according to demographics, geography, behavior, and psychology. In social media, we're able to get even more specific.

Brainstorming Microsegments

Imagine a company selling animal figurines. One way of thinking through microsegments would be to brainstorm the subgroups of people who collect animal figurines, such as those of farm animals, African wildlife, sea animals, domestic animals, and so on.

Within the group that buys figurines of domestic animals, for example, we can further break down the groupings according to specie and the relationship of those animals to people. The marketing team would continue to dream up possible subgroups, eventually getting down to very specific microsegments, such as the Labradoodle Lovers Club of Edison, NJ.

In my organization, we conduct whiteboard brainstorming sessions with several team members. After brainstorming, we transcribe our ideas into an indented list, resulting in a document that can be amended as new ideas occur. Using our example:

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ABOUT THE AUTHOR
Ric Dragon is the author of Social Marketology: Improve Your Social Media Processes and Get Customers to Stay Forever, and the cofounder and CEO of DragonSearch, where he has led social media strategy for Steuben, the Grammy Foundation, Raritan, and other organizations. Reach him via Facebook and Twitter (@RicDragon).