CHAPTER 2

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Way Beyond “Women 25 to 54”

Define Your Target Audience Better Than Ever

I was talking with friends at the South by Southwest Interactive conference in March 2009 about a concept I call hypertargeting, by which a company gears a marketing and advertising effort toward a specific group through individuals’ social media profiles, activities, and networks. At the time, and even more so now, Facebook, Twitter, and LinkedIn held an unbelievable amount of data on hundreds of millions of people. From users’ profiles and comments, you could advertise and market toward groups more efficiently than ever before. On Facebook alone, you could target ...

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