Social Media

Marketing, 5e
© Tracy L. Tuten
 Chapter 2
Social consumers
Learning objectives

Why do social media marketers need to understand the behaviour of

consumer segments? What are the bases of segmentation used to group
consumers?

What are the elements of social identity? How do individuals build their social
identities? How are these identities relevant to marketers?

What behaviours are exhibited by people using social media? To what extent
are people participating in the four zones of social media?

How can we explain the motives for participation in social media activities?
What attitudes are most relevant for our understanding of social consumer
behaviour?

What are the most important segments of social media consumers? What do
they tell us about targeting users of the social Web?

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L. Tuten 2023 | SAGE Publishing
What is market segmentation?

• ‘Market segmentation is the process of dividing a market

into distinct groups that have common needs and
characteristics.’

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Bases of segmentation

Demographic

Geographic

Psychographic

Benefit

Behavioural

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Geotargeting

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Mini-case study:
The power of social currency

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Social Media Marketing, 5th edn | © Tracy 8
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• Social touchpoints enable data marketers to understand
social identity.

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Brand you –
Reflected in social footprints

Vision

Validation

Vindication

Vulnerability

Vanity
Motives for social media activities

Affinity

Personal utility

Contact, comfort & immediacy

Altruism

Curiosity

Validation

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L. Tuten 2023 | SAGE Publishing
Social media segmentation models

Social
Social Typology of social
consumption/creatio
technographics utility
n matrix

Pew’s Internet Microblog user

technology types types

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Forrester’s social technographics
model

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Social Media Marketing, 5th edn | © Tracy 15
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Social Media Marketing, 5th edn | © Tracy 16
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Microblog user types

Polarized crowds Tight crowds Brand clusters

Community Broadcast
Support networks
clusters networks

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For discussion: JOAH beauty’s
segmentation and targeting

What other segmentation variables might be useful for describing

JOAH Beauty’s target market?

What social media motives might be most relevant for JOAH’s target
audience? How could insights into these motives facilitate the design
of a social media marketing strategy?

Using the information provided and additional information you find

through your own research, design a buyer persona for JOAH
Beauty’s target market.

Social Media Marketing, 5th edn | © Tracy 18

L. Tuten 2023 | SAGE Publishing
Recap and questions (1 of 2)

Why do social media marketers need to understand the behaviour of

consumer segments? What are the bases of segmentation used to group
consumers?

What are the elements of social identity? How do individuals build their
social identities? How are these identities relevant to marketers?

What behaviours are exhibited by people using social media? To what

extent are people participating in the four zones of social media?

Social Media Marketing, 5th edn | © Tracy 19

L. Tuten 2023 | SAGE Publishing
Recap and questions (2 of 2)

How can we explain the motives for participation in social media

activities? What attitudes are most relevant for our understanding of social
consumer behaviour?

What are the most important segments of social media consumers? What
do they tell us about targeting users of the social Web?

Social Media Marketing, 5th edn | © Tracy 20

L. Tuten 2023 | SAGE Publishing