Some brands, like Wachovia, use a single corporate channel for all of their social media efforts. Other brands, like Kodak, created multiple corporate channels that are managed by individual business units.
As businesses look toward new opportunities to grow their presence, it may be time to reconsider your strategy about tribes and determine whether you’re truly delivering “value” to your followers.
Marketing segmentation offers an interesting opportunity to continue to grow your following while delivering highly targeted content that is relevant to your most profitable customer segments.
Market segmenting is dividing the market into groups of individual markets with similar wants or needs that a company divides into distinct groups which have distinct needs, wants, behavior or which might want different products & services. ~Wikipedia.
Put simply, market segmentation is creating groups of your customers based on a criterion that signifies that they have similar interests and needs.