How to Build a Market-based Social Media Strategy (Using Segmentation & Social Networks – a Case Study)


Thanks to the rise of new media, geographic barriers have been removed and organizations of all sizes are able to engage in conversation with people around the world.

However, what happens when your brand is only interested in locating prospects within a certain target market? Will integrating social media into your business communications strategy pay off or simply become a waste of time and energy?  

This presentation will discuss which tools exist for locating communities and influencers within target regions, how to aggregate and segment important public discussions, and what resources you need to keep the ball rolling.

Brandon Chesnutt serves as Social Media Director for Identity Marketing & Public Relations–a fully integrated public relations agency driving strategic communications programs that leave a mark.

Brandon is responsible for directing the firm’s new media practice group, as well as providing clients with strategic counsel and support. He regularly works with organizations of all sizes, ranging from startups to national consumer brands, to help them navigate the social Web and integrate new technology into their business operations. 

Outside of the office, Brandon is heavily involved in metro Detroit’s social media and interactive community and can be regularly found organizing and attending various meetups, events and conferences.

In 2010, Brandon was recognized by Crain’s Detroit Business as a member of the “20 In Their 20’s,” a special feature that highlighted a select group of young professionals based in metro Detroit. He has also been featured in Crain’s Detroit Business, The Detroiter Magazine and The Detroit Free Press, in addition to TV appearances on WXYZ Channel 7.