Social Media Segmentation Launched

In the US, media and marketing publishing firm MediaPost has partnered with consumer specialist Knowledge Networks (KN) to deliver a consumer view of social media involvement and its effect on purchase decisions.

Their new syndicated product - The Faces of Social Media - has been developed to provide CMOs with information about the specific marketing consequences of social media use for five user segments (from Evangelists to Active or Passive Users).

The service will deliver data on users who are the highest potential targets, the demographics of target social media users, and the influence social media has on the development of a specific product category.

In addition, overall media consumption for each social media segment will be included, and a 'Social Media Influence Score' will be developed as a guide.

Comparisons will be drawn with non-users of social media to address the impact the platform is having on purchasing behavior.

'Joining our expertise with MediaPost's, we are painting a more sophisticated picture of social media's influence, showing where and how category consideration and SM level of influence intersect,' states KN CEO Simon Kooyman.

Chuck Martin, Director of MediaPost's Center for Media Research, adds that the service will go beyond audience sizing to define the effects of social media on consumer attitudes.

The first report will be available in April, and is based on interviews with around 2,000 members of KN's KnowledgePanel.

Web site: www.knowledgenetworks.com .