Chapter 8 Reading Analysis

     Chapter 8 of "Social Media for Strategic Communication" was all about audience segmentation. Without audience segmentation, posts wouldn't reach their full potential. For example, without audience segmentation, ads couldn't be targeted to certain consumers. Without targeting ads, the purpose of the paid ad falls flat and can't reach its true potential and is essentially a waste of money and time. Knowing the wants and needs of your audience segments allows for better audience engagement. 

    Something else that I found interesting in this chapter was the concept of influencer marketing. People who have started from square one and built their own following and have gained the trust of their audience over time. For brands to gain a more dependable segment of an audience, using the work of a trusted influencer in the target market would be clever. Audiences who have trust in an influencer that they follow will be more inclined to test out a product/service that the influencer promotes. Not only does the consumer have the claims of the company to judge from they also have the word of a trusted figure. It's extremely important for companies to forge healthy relationships with influencers. All it takes is one bad "story time" video to damage the reputation of a company. The same goes with influencers, if an influencer is found lying to their audience, they are risking their credibility for a check, which won't last like the trust that they would have had with their audience .