The Importance of Knowing Your Audience
In last week’s Introduction to Social Media class, one of the topics I covered was “Meeting the Key Social Players.” This includes, Facebook, Twitter, Google+, LinkedIn, Instagram, Snapchat, Pinterest, YouTube, Vine, and Blogging. I break down what each platform stands for, how it is best used and the audience it attracts. One of my students asked,
“Well how do I know which ones to use?”
I hear this question all the time and there is no right answer. It varies per individual and business. This particular student worked for a local business person who had 2 different businesses, one was managing multiple franchise locations and the other was a high scale restaurant.
My answer to her was,
Granted her hands are probably tied with the franchise marketing aspect, however the restaurant has HUGE social media potential. It all comes back to “The Importance of Knowing Your Audience”.
First ask yourself, “Who are the guests that frequent the restaurant?” Is it men, women, younger, older, singles, couples, families? How often do they visit? What is their social status? How much do they typically spend? Visualize the ideal customer(s) in this sense.
Now, do a little research. Find out the key audiences that are on Facebook, Twitter, Google+, Pinterest, Instagram, etc.
Once you know who your audience is and the demographics of key followers on these websites, match up the ideal client with the ideal platform.
Then (and this is very important) rank which platform you will be on first, second, third, etc.
Once you have figured your social media hierarchy, slowly dip your feet into the social media waters.
I cannot tell you how many individuals I have met that create accounts everywhere and then tried to learn and manage them all at once. You know what happens? They become overwhelmed.
There is no point being on all these platforms if you do a horrible job of updating and understanding them. Spend some time with the first platform, get to know how your audience interacts, what they like, dislike, respond to, etc. Watch the analytics and learn how this tool works for you. Then when you are comfortable, move onto number two on your list and repeat the process. Having no social media presence is better than having a horrible one. Take the necessary steps to build your digital marketing presence and go at a pace you feel comfortable with.