How To Target Social Tribes On Facebook

In our socially-mediated world, marketers must place greater emphasis on understanding their audience as people rather than as consumers. To build a social brand, marketers need to discover who these individuals really are. This requires research that can elicit stories about how people feel about their world, the subtext of which defines their identities.

In our socially-mediated world, marketers must place greater emphasis on understanding their audience as people rather than as consumers.

To build a social brand, marketers need to discover who these individuals really are. This requires research that can elicit stories about how people feel about their world, the subtext of which defines their identities.

This perspective will help marketers adapt to profound changes in the marketplace, including:

  • From person-as-viewer to person-as-participant, to person-as-creator-of-content.
  • From brand-to-person communication to person-to-person conversation.
  • From information gathering to experience gathering.
  • From company brands to the individul as a brand.
  • From social networks to social tribes.

Social networks are free-forming, require no organization nor face-to-face mediation. They allow for the expression of current mindsets, but are not good at conversion or moving that mindset toward action.