At this point, no single customer engagement channel can deliver marketers a complete picture of consumer behavior.
Google knows what you’re interested in, but not what you’ve done. Facebook knows who your friends are, but not what you buy. Pinterest knows what you share, but not how you act on it. Foursquare knows where you are, but not what you like. You get the idea.
Social media measurement is critical to success, but brands have been unable to get their arms around what it is and what it means.
Aimia, a loyalty-management firm, has unveiled a new segmentation model that analyzes trust and control as drivers of 6 distinct social media personas. The model is detailed in Staring at the Sun: Identifying, Understanding and Influencing Social Media Users. The report argues that specific social media personas can be identified and directly engaged.
“Today’s approach to social media measurement – racing to rack up the most likes, retweets, followers, and recommendations – is the wrong approach. Marketers must define success not by social media activity, but rather by customer value and engagement,” said Aimia senior VP Doug Rozen, lead author of the report. “Marketers often struggle to understand the true motivations and purchase intent behind customers’ social media activity. Proper segmentation allows marketers to appropriately identify, understand and influence customers through social channels.”
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Social media use achieved critical mass much more quickly than anyone predicted. The type of segmentation outlined by Aimia can potentially help marketers understand the difference between active and passive audience behavior, and improve their ability to selectively leverage social media beyond what they’re able to accomplish via mass media. The data can help brands create a more sophisticated engagement strategy that considers how different groups of consumers use social media in different ways.
Here’s a graphic that breaks down the report’s data: