Communication professionals consider segments before anything else. We can’t help it. When we begin a new project, conduct an analysis or gather for lunch – yes, it’s almost that extreme – we immediately think of our target audiences.
But something has caught my attention lately: the fashion-culture-eco-music-literature-café-blog-people obviously belong to a certain segment. But their blog behaviour says otherwise.
Community minded, egocentric or something else?
Culture, ecology and literature are the characteristics of one segment. In Denmark, we call these people “spelt people”. They are the community minded, those who value solidarity and fellowship more than the individual.
But I have noticed them posting pictures of themselves reading books, eating ice cream and promoting their personal, organic beauty products or their new dress. So my question is: are you really community minded when you – in a café with your ‘spelt friends’ – take pictures of the ecological elder flower juice on the table instead of your friends? To me, it tastes a little more like individualism and materialism…
Other premises at play
Blogging is a way to convey viewpoints. These bloggers (who by the way can give you a great recipe on crisp bread) tells us very explicitly which segment they belong to. But they do it by saying: MEMEME. Now that’s teasing. It really is an ambiguous segment…
The internet, the blog universe and all the profile based internet sites all highlight ME. So, what does that mean? Does it mean that the community does not exist online? No, that would be an exaggeration. But it means that the internet adds a new dimension to the segment-thinking (which never should be all black/white).
An extra dimension
Apparently, solidarity and fellowship can be expressed in an individual and egocentric form of communication. The fashion-culture-eco-music-literature-café-blog-people takes pride in showing that they are community minded, but they also promote themselves and their products. Let there be no confusion: There is nothing wrong with it. It’s just a dimension I think is important to remember when working with segments, media and communication.
Read about Gallup’s compass segments here
…”Say no more, say no more. Know what I mean. Nudge nudge”