Marketing Tips for Top Social Media User Groups

Social Media User GroupsWhen social media usage began snowballing a few years ago, a lot of companies and organizations jumped on the bandwagon without a clear idea of who their audience was. Today analysts have extensive data about who’s out there tweeting and liking. It turns out that two-thirds (65 percent) of active social media consumers belong to just four main groups.

Fashionista Professionals (26 percent of all social media users): There are 47.2 million of these female professionals between 25 and 34 in the United States. They have lots of discretionary income, since most haven’t started a family yet, and are eager to engage with and advocate for brands they like.

What you should do for them:

  • Create active online communities to tap into their presence — and their desire to strengthen and expand their social networks — on Facebook, Twitter, YouTube, LinkedIn, and Google+.
  • Provide special offers and promotions.

Bargain-Hunting Mamas (14 percent of all social media users): The older sisters of the Fashionista Professionals, there are 24.6 million of these women between 35 and 44 using social media. Whether or not they have kids (and many do), they’re responsible for household buying and looking for bargains. They go online to research their purchases, and like to participate in online communities to share information and opinions.

What you should do for them:

  • Facilitate interaction among them by providing the online communities they’re looking for.
  • Provide special offers and promotions.

Web-Building Techies (16 percent of all social media users): There are 29 million of these early adopters using social media. If your brand appeals to them, they’ll eagerly spread the word.

What you should do for them:

  • Enable easy social sharing.
  • Offer insider information, product previews, or exclusive free trials.

Knights with shiny iMacs (9 percent of all social media users): These male professionals between 24 and 35 often have well-paying jobs in influential positions; their contacts and their purchasing power combine to make them an important segment, despite its relatively small size (16.5 million).

What you should do for them:

  • Knights love to be helpful — they’ll join online community to provide help and advice to other consumers.
  • Offer nontangible rewards like badges and other incentives.
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