Expert Expo: Claudia Cheung on how to identify your target audience on social media
This week our Expert Expo is from Claudia Cheung – social media extraordinaire. Have a read to get her take on the best ways to identify and reach your target customers. Read on for her tips:
When organizations choose their social media platforms to start on, they often have to consider their target audience. Who are they targeting and why do they matter? There are many variables when it comes down to identifying the audience for social media platforms. I’ve compiled three of which I think are significant towards pinpointing the target audience.
Behaviour is an important variable to consider when you are identifying your target audience because it’s essential to understand your audience’s patterns and attitude.
For businesses, it’s important to understand your audience’s willingness and readiness to consume. There’s no point in trying to target an audience that you know will not be interested in your product and have no intentions of purchasing your service. When it comes to non-profit organizations, it’s critical that they understand their audience’s attitude towards the organization’s goals and missions. Most non-profit organizations aim to raise awareness, and if the target audience are not passionate about your purpose, then they are not people you should be targeting.
Lastly, it’s important that government agencies understand the attitude the target audience has towards government policies and issues and the willingness the audience has to ask and raise questions and concerns.
When considering who to target, your organization must remember whether your content is relevant to the target audience or not. For businesses, non-profit and government agencies, you must decide, is your content relevant to those that you target?
Businesses should concentrate on whether their content brings value to their audience transforming them into consumers. Non-profit organizations, should consider whether their mission is relevant to whom they are trying to target on social media platforms and would that in turn raise awareness. Government agencies should consider how relevant their content on regards to political issues would be to their target audience. It is important to remember that you want to target audiences that will be interested in your content, otherwise it makes your presence on social media nulled.
Lastly, it’s important to consider the influence of your target audience when trying to identify them. For businesses, non-profit and government agencies alike, they are all looking to connect with those that can positively influence others with regards to the organization’s goals. Businesses would try to identify the most influential audience that can then promote their product and increase consumerism. Non-profit organizations would try to find influential audiences in order to raise more awareness. Lastly, government agencies would identify influential audiences to help promote their latest campaign or election.
There are definitely other variables to consider when identifying your target audience. Hopefully these will give you a brief idea and guide you to define your own variables.
Header Image: Flickr
Claudia Cheung is a freelance social media specialist and content marketer. She currently resides in Hong Kong after completing a post-grad social media certificate course in Toronto. On her down time, when she isn’t reading up on the newest social media news, she’s either playing with Photoshop, thinking about food or planning her next trip. Claudia not only blogs about social media tips but travel tips as well, gathering it from her experiences during her travels.