Finding your people focus in Social Media
As it would not be appropriate for Social Media Marketing to speak about “targeting” and “the target”, I have chosen to speak about “focus” here. Remember? SocMed have introduced a third paradigm in marketing communication: next to the top down approach of traditional “interruptive” broadcast/above the line media, next to bottom up “permission” advertising, social media have introduced networked and participative communication, a “conversation” demultiplied by the power of the internet.
This type of communication is being invented right now, under our eyes and with every web surfer as an involved actor, not only the social media professionls! This means that, as marketing communicators, you should dip a toe in this emerging continent.
To help you do so, here is a tool provided by the people at Forrester Research, Charlene Li and Josh Bernoff, who, with the below Social Technology Profile Tool, offer a way of profiling a demographic group you’d like to address. There aren’t yet any data for Belgium specifically, but our French, British, Dutch, Spanish and German neighbours are represented. This information is frequently updated, so you can trust it. I also strongly recommend their book “Groundswell”, which analyzes in depth how participative media have taken over, and what this means for marketing communication.
The accompanying graphic gives you an overview of the profiles used in the tool. This goes much further than the notorious “lurker” of the also famous 90-9-1 rule.