Segmenting Your Social Media Strategy

by Simon. Average Reading Time: about a minute.

If you belong to a medium or large company, there are some real advantages for segmenting your Twitter strategy. Delphine Remy-Boutang, Social Media Marketing Manager at IBM, offers some insights summarised below:

  • You can micro-manage your audience (eg. customers only see product release information, and not events aimed at prospects)
  • You can task different parts of the organisation with running separate channels
  • You may choose different Twitter tools and clients based on the audience (eg. event coverage could be handled through Tweetdeck whereas you might want in-depth social media monitoring tools for crisis management)
Strategy Follow Create Engage
Customer Relations Your customers and potential customers Content relevant to your customers; tips, company info etc. Answer questions, respond to comments about your brand
Crisis Management Your brand, products and relevant issues Direct to additional resources, updated information, explanations Answer questions, respond to comments, raise issues, provide info
Reputation Management Industry leaders, similar interest groups, news/media Insight, expertise, become a thought leader Join the conversation, be transparent and add value
Event Coverage Those interested or attending event, media Event information, updates, behind-the-scenes coverage Set up “tweetups”, talk to attendees, ask and answer questions
Product Promotion/Sales Current and potential customers, those interested in similar products Links to online promos, insider info on upcoming products, discount codes Check replies to DMs, answer questions, provide info when needed
Issue Advocacy Those interested in your cause, industry leaders, news Added value: health tips, disaster alerts, fundraising info Know your followers, than them for support, get them involved

(via Delphine Remy-Boutang, Social Media Marketing Manager at IBM)

The important message advocated by the above strategy is this: Twitter isn’t simply a broadcast medium for marketing messages — that is only one facet — it is a medium for user engagement and two-way conversations.

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  • That's a great segmentation! Social media is not just a buzz word, it is a very effective marketing tool. It is a fact that twitter has more fake accounts and thus lose reliability unlike Facebook. I believe if we evaluate and compare all the social media platforms available on the web to see which platform will support that will help our business to achieve online goals more effectively! So whatever may be the networking site, we need to use them as a public relations tool rather than promotion tools!