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Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
Chapter 8: Audience Segmentation and Analysis
Learning Objectives
• Define audience segmentation and explain why it is important for social media professionals.
• Identify audience segmentation categories and how to apply them in a social media context.
• Explain the differences between influencers, ambassadors, creators, and trolls/haters.
Ice Breaker Questions and Exercises
• Have students come into class and assign them to a group. Each group will have an audience
relevant for the university. The students have to identify the key characteristics of this audience
based on social media characteristics to the class.
• Students are grouped into three groups: Influencers, Advocates, and Ambassadors. They have to
provide an overview of each group and examples of each. Have the students come together and
share one recent campaign that has used this group successfully on social media.
• Create a class influencer checklist. If you were interviewing an influencer, what would be some
components and items you would want to make sure to go over before formulating a
partnership?
Areas to Cover
• Not all audiences are created equally. The more insight you are able to uncover about your
audience, the better.
• Audiences on social media have to be tailored and not just viewed as a number.
• Influencers, micro-influencers, ambassadors, and creators are a rising force within social media
strategy. They are not a fad, but they are also not created equally. Just having a large reach is
one component to note, but not the main item to focus on.
• As influencers become a dominant force and budget item for brands, it is key to note the legal
and ethical considerations for using these individuals for campaigns. Noting prominent cases
that did not go over well for brands can serve as good learning lessons.
• Influencers and other partners need to be researched, analyzed, and interviewed to determine
the most appropriate fit and balance in the relationship for campaign and brand.
Multimedia Resources
• Big business of influencers (CNBC): https://www.cbsnews.com/news/business-behind-being-a-
social-media-influencer/
• Business of a Social Media Influencer (Forbes): https://www.forbes.com/video/5392564088001/
• Influencer Marketing: Brands Are Relying on It More Than Ever | Fortune
http://ow.ly/KNkJ30hvcwg
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
Additional Materials
• The New Year’s Race to Motivate and Inspire Social Influencers Begins--Adweek
http://ow.ly/nqa630htAi9
• Confessions of an Instagram influencer: Brands just want big numbers--Digiday
http://ow.ly/1fJd30hvcwS
• Why Influencer Marketing Has Become a Powerful Weapon for Brands | Inc.com
http://ow.ly/eKxy30hvcxj
• Academy of Influencer Marketing http://ow.ly/z40h30htAjv [Traackr’s free influencer marketing
resource center + certification]
Campaign Examples to Share
• 11 impressive influencer marketing campaigns | Econsultancy http://ow.ly/AW8w30hvczW
• Axe Turned 30 Influencer Dudes Loose on Instagram Hoping to Get Young Men to Use Hair
Products--Adweek http://ow.ly/2wzN30hvcEI
• Tarte Cosmetics: How Social Media Influencers Helped Turn NYX And Becca Into Multimillion-
Dollar Cosmetics Brands http://ow.ly/Dn3330hvcFI
Assignments and Exercises from Portfolio-Building Activities in Social Media
• Identifying Audience Segmentation
• Audience Analysis Worksheet
• Audience Segmentation Audit Assignment
• Influencer Assignment
