When using the marketing mix, it is important to keep in mind the three generic phases of marketing segmentation, targeting and positioning. Segmentation is the detailed breakdown of your customers in as much detail as possible, targeting therefore ensures that all elements of the mix are tailored to the identified consumer group. Positioning is the process of ensuring that current and potential customers perceive your company the way you intended. (Marketing-made-simple.com) Fripp Geoff (2012) states that there are five bases commonly used to segment consumer markets, namely; geographic, demographic, psychographic, benefit 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 that are more likely to click or purchase your product. (Hausman Angela 2014) Using monitoring tools you can gain deep insight into users' feelings about a product or service, whether positive, negative or neutral. You can also track consumers' 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 network 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 walk in business oriented companies, especially in the hospitality industry. (Dirk 2010) Demographics for the Social Networking Market...... half of paper ...... 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 for marketing on social networks", (accessed on 10 May 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 brand loyalty?" (Accessed May 5, 2014), [Available at http://www.marketbusinessnews.com/brand-loyalty/9577]