Social Media Marketing
Social Media Marketing
Tracy L. Tuten
East Carolina University
Michael R. Solomon
The University of Manchester (U.K.)
Saint Josephs University
Boston Columbus Indianapolis New York San Francisco Upper Saddle River
Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto
Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
4.1
Preface XV
vii
viii Contents
Benefit Segmentation 71
Behavioral Segmentation 72
Social Media Segments 73
Social Technographics 74
Pew Internet Technology Types 76
Anderson Analytics: Users and Nonusers 78
Microblog User Types 78
Chapter Summary 80
Key Terms 80
Review Questions 80
Exercises 81
Notes 81