Previous generations of marketers could not even dream of the amount of audience data that we have at our fingertips now and the rich sources from which we can instantly gather information. Social media is, by its very nature, all about sharing personal facts, tastes, activities, desires and connections. There’s so much actionable, valuable data being exchanged on Facebook that some have gone so far as to assert that the network is a CIA front. Accompanying every 140-character tweet are 150 different fields of metadata – and that’s before we’ve even looked at the profile of the Twitter user who posted it.
Utilizing all of this readily available data can provide a major boost to your marketing program. Segmenting the data by any number of factors and parameters allows marketers to see which types of content resonates with which personas – and which posts are most effective for capturing relevant leads on social media. When you regularly review your social media marketing impact and tactics in a way that incorporates data segmentation according to audience personas, you give yourself the ability to refine and optimize the strategies that inform your subsequent efforts.
