It is useful to analyze and compare companies that target specific demographics in their social media campaigns to companies that use broader techniques. There is a fine line between pleasing your majority audience and cutting off outsiders. We have seen the “outsiders” technique fail in companies like Abercrombie & Fitch, or Limited Too.

DIY culture is an increasing trend in our individualistic, efficiency-oriented society. Specifically, DIY is appealing to millennials – we might consider renaming ourselves Generation-DIY.