Attracting the Right Social Media Audience
Social media has changed the way we live and shop. COVID-19 accelerated it. Before the pandemic, nearly 50% of the world’s population, or 3.8 billion people, were social media users, according to the Digital 2020 Report released at the end of January. With such a heavy and growing reliance on social media, what’s a brand to do, and what are the priorities?
The most important first step is identifying the brand’s target audience. It no longer works to broadcast the same message to all consumers. Who is the band’s target audience, and what are their needs and behavior?
Most marketers should already know who their target audience is. If not, now’s the time to gather all data on current customers and analyze it. What does the typical customer look like? What are his/her likes/dislikes? What else is known that could help frame the brand’s communication with him/her?
Armed with this knowledge and information, marketers can craft and share engaging content that resonates better with their consumers.
Other data to analyze and consider include demographics, age, location, gender, and topics that elicited the most engagement. Review likes and dislikes. What received the most comments and shares? What types of content generated the most engagement?
Identifying the model social media customer isn’t a “one size fits all.” Targeting messaging to the typical customer may appeal to others, but if other major target audiences have been identified, their preferences and needs, too, must be identified and tailored.
Before committing more work and effort, first, recall what the brand’s social media goal is. Which target audience can best help the brand reach its goals? What might be done to encourage and improve collaboration?
Which target audience is connected with the brand on social media? Which segments, if any, make up the brand’s social media communities? Do they require special communications?
What target audience does the brand need to reach to reach its social media goal? What must the brand do to better tailor its messaging to them?
Answers to the above questions should cause CMOs to reflect on their current social media strategy and communications efforts. Adjustments and changes, where necessary, should be made.
What other audiences do the brand hope to connect with on social media? Are they aligned with the brand’s values and purpose? If so, can current content meet their needs and behavior? Where do they spend their time online?
Still in the dark? Reach out to the brand’s community. Go on Facebook Live and find out. Or conduct one or more polls on Facebook, Twitter, Instagram, LinkedIn, email, and/or SurveyMonkey.
Suppose the brand doesn’t yet have a social media measurement platform like Social Sprout or HubSpot. Research and invest in one. If it’s not yet in the budget, obtain a free or low-cost tool like HootSuite or Buffer to at least obtain audience demographics and other data in the interim.
As in all marketing campaigns, any social media initiatives should have goals and timelines reviewed regularly. Adjustments and changes can then be made when needed.