When using the marketing mix, it is important to keep in mind the three generic steps of marketing segmentation, targeting and positioning. Segmentation is the detailed breakdown of your customers in as much detail as possible, targeting then ensures that all elements of the mix are tailored to your identified consumer group. Positioning is the process of ensuring that potential and current customers perceive your business in the desired way. (Marketing-made-simple.com) Fripp Geoff (2012) states that there are five commonly used bases for segmenting consumer markets, namely: Geographic, demographic, psychographic, benefits and usage segmentation bases. Psychographic segmentation involves classifying people based on their attitude and behavior. It helps you in digital advertising, such as PPC and Facebook advertising, where you can select psychographic segments who are more likely to click or purchase your product. (Hausman Angela 2014) Using monitoring tools, it is possible to gain in-depth insight into users' feelings towards a product or service, whether positive, negative or neutral. You can also track consumer interests, opinions, and interests. (Fennemore Paul 2012) For example, users join interest groups based on politics, art, food, travel, culture and music, and often link their Facebook account to other websites. (Singaraju Stephen 2013) Geographic segmentation is commonly used for social media marketing because social networks such as Gowalla, Facebook Places, and Foursquare allow businesses to segment customers based on their location when users check in at a location. This is widely used by businesses oriented towards walk-in business, particularly in the hospitality sector. (Dirk 2010) Demographics for Social Media Marketing......middle of article......published May 10, 2014), [Available at https://smallbusiness.yahoo.com/advisor /divide-conquer -social-segmentation-strategies-better-marketing-190053946.html]Gelles Sean (2013), “Social Media is Mass Media”, (accessed May 2, 2014), [available at http://www. econtentmag.com /Articles/Column/Social-Pulse/-Social-Media-is-Mass-Media-88315.htm]Speaker.sn, “marketing guide-tips social network marketing”, (Accessed May 10, 2014), [ Available at http://www.speakers.sk/en/news/marketing-guide-tips/social-network-marketing]Jalili Raha (2013), “5 Wonderful Benefits of Marketing through Social Media”, (accessed May 6 2014), [Available at http://www.heraldboy.com/5-wonderful-benefits-of-marketing-through-social-media/1634/]Nordqvist Joseph (2014), “What is Loyalty to the brand? (Accessed May 5, 2014), [Available at http://www.marketbusinessnews.com/brand-loyalty/9577]