Chapter 3: Social Consumer

Social Footprint and Social Media Zones
A social footprint is a mark a person makes after using a digital space. From reading this chapter I have found that I am active in all 4 social media zones which include social community, publishing, commerce, and entertainment leaving a social footprint in each. From zones 1 and 2 I use my Facebook, Instagram, and Pinterest to interact with the community and publish the things I find most interesting. For zones 3 and 4 I am actively on Netflix and sites such as Amazon, Sephora, and Ebay to purchase items and stay connected.

Digital Brand Names
A digital brand name can be considered a form of ID, it heightens the meaning associated with ones name. If I were a brand, my digital brand name would be Bananas Closet. As strange as it may sound I would choose this brand name because it is memorable. I have found that people usually pay more attention to things that are out of the ordinary, so this name would build a social presence and arouse curiosity.

Social Media Addicts
Am I a social media addict? Yeah! I may not post or publish as much as others do but I am always looking for something new throughout all of my social media outlets. I guess you could say I surf through the internet to remain connected. I undoubtedly am always on my phone or tablet purchasing items or streaming something.

Market Segmentation's
Market segmentation is essential to adopting new strategies within social media. From this I have chosen a target audience from a business best known as Victoria Secret. The target audience for Victoria Secret displays demographic, psycho graphic, beneficial, behavioral, and geographic segmentation. This business usually targets women of all ages that need under clothing, however they do sell other products such as perfumes, lotions, body washes, and lip care. This can be seen as beneficial to consumers because of the amount of products they have available. They encourage the behavior of their consumers by understanding what they like and purchase the most. They market these segmentation's through the use of their website, Instagram, Pinterest and variety of other social media outlets. Victoria Secret is well known for its fashion shows, however they also offer fundraisers and events that can be put towards other causes. Social technology plays a huge role in the lives of these market segmentation members. In order to keep up with any sales promotions or events users have to stay connected, it can be understood as a way to keep in touch.

Chapter Synopsis
I enjoyed reading this chapter, it opened my eyes to a lot of things I never thought regarding social media. Such as the use of different segmentation's and how that plays a huge part on what people do and do not purchase or use. It also gave me a better understanding on how culture plays such a significant role on consumer behavior. This chapter helped me develop an understanding of the uses of social media within marketing and merchandising. With the rapid expansion of the internet across the globe, social media is mandatory for both of these fields to understand what a consumer truly wants and needs.