Targeting

In the context of social media, targeting is the strategic process of defining and selecting a specific segment of the audience or a group of users based on certain attributes, behaviors, demographics, interests, or other criteria to ensure that content, advertisements, or campaigns delivered on social media platforms are as relevant as possible. It’s what directs the businesses, marketers, and advertisers pouring dollars into the already colossal construction of the social media economy to focus their efforts on reaching the group of individuals who are most likely to not only see but also engage with their content; to not only see but also carry out and complete some desired digital action that serves the business’ interests. Maximizing effectiveness, minimizing waste: these are the first and most palpable benefits of targeting.

Yet the consequences of targeting gleaned through the precision use of analytics can extend to something that might be too easily glossed over as just the dark side of digital capitalism. And user experience isn’t the only thing that can be optimized through targeting. Jobs can be created, dollars can be earned, and within the existing framework of the social media economy, this is what must happen for firms to be considered doing well.