Report

Excerpt: Social Media & Word Of Mouth 2.0--A Psychographic Driven Approach

About a year and a half ago we took on the formidable task of segmenting our growing proprietary panel, which at the time included more than 20,000 teens, college students and twentysomethings. Fast forward to today and the Youth Trends panel has more than doubled in size, while at the same time the social media landscape evolved quite considerably. Not unlike the first segmentation exercise, the main objective going in was to uncover both the unique and concrete behaviors demonstrated by panelists that in turn could be leveraged by our clients through their own social media marketing endeavors. However, the key difference with this updated iteration of our social media segmentation is the distinct and clear focus on the psychographics of our panelists inclusive of activities, interests, opinions and attitudes.