Social Media Audience Segmentation Template

Traditionally, marketing segmentation was constrained by the smallest feasible audience that could be targeted by any particular marketing action.  In social media, the size has become granular. By brainstorming these “micro-segments,” the social media practitioner or team can identify whole new communities and influencers to engage.

Download the Social Media Audience Segmentation Template (pdf).

This worksheet is based on the idea of a brainstorm session to identify some of the micro-segments of your audience.  Some of the basic rules of brainstorms are:

  1. Focus on quantity
  2. Withhold criticism
  3. Welcome unusual ideas
  4. Combine and improve ideas

This particular brainstorm begins with the central concept of “who should care about what it is we do?” – or, “who should care about the benefit of what we do?” Once you’ve identified that central concept, you can start to think of the larger groups. A college, for instance, would have students, parents, teachers, and so on as their target audience.

The next step is to take those groups, and conceive of smaller breakdowns of those groups. And then continue by creating branches suggesting smaller sub-groups. The college’s students mentioned above might break down into existing versus potential students. The potential students might come from different geographic areas or have different interests.

The important thing here is that you conceive of a wide range of micro-groups of people who may be interested in what it is you do. In the follow-up activities, you can research to find out if any of those micro-segments exist in their own social media communities.