In the era of social media, marketers have struggled to understand and serve participants` diverse and multifaceted needs in a novel form of online brand community in the social-networking sites such as Facebook. Thus, this study identifies different groups of participants affiliated with Facebook brand pages based on their needs for brand connection. The need-based segments are validated by comparing results across foodservice and consumer goods. Results of cluster analysis reveal three distinct segments (i.e., residents, lurkers, and peepers) based on participants` functional, experiential, and incentive needs. Results of multivariate analysis of variance illustrate significant differences in relational tendencies for a brand of interest among these three groups. The three groups are profiled based on participants` engagement level. Findings of this study are expected to help marketers better understand the needs of diverse participants in their SNS-embedded brand community so they can develop tailored communication strategies for targeted groups.