Segmenting Audiences for Social Media Engagement
To maximize an organization’s effectiveness in terms of marketing goal attainment, an overall audience (or “market” in the private sector) should always be segmented into groups of clients with common attributes (segments) and then prioritized accordingly (target audience). Unfortunately, for most government organizations, a comprehensive market segmentation study is rarely a top priority. As a result, many public sector marketing initiatives are not optimized for maximum impact.
