Yes, sometimes profiling is valid and useful – especially when it applies to marketing demographics. The authors of the book Groundswell have created this simple but useful tool for determining how your target market might participate online based on their age, sex and country of origin. Their profiling tool uses 2008 data and Groundswell’s Social Technographics Profile of participation in social media (I did an earlier post about these profiles here.)
First, know who your intended target market is. Then, use the profiling tool from Groundswell to see how these people are using social media. This will help you to decide approaches you might want to consider in your social media plan.
