Your target audience is a group of people that you’ve identified that you want to reach and engage with. This can be based on demographics such as age, income level, education, location, or behaviour. While not everyone will be interested in supporting a particular topic, it may be that they are more receptive to other areas that are related or loosely associated, giving you an opening to engage.
Knowing which social channels are best suited to your audience and how to create content that resonates with them is fundamental.
It’s essential that you create content suitable for the chosen platform and ensure your content has value for your audience. Try not to spread yourself too thinly by juggling content across too many platforms – focus on where your audience is already and concentrate on doing that well.
Working as a team to explore who and where your audience is
You already know much more than you think about who and where your audience is, what you need is a quick reference guide to help nudge you when you’re feeling overwhelmed or less inspired than usual. Try this exercise to help…
- Arrange a time with some colleagues to sit down and explore
- 45 minutes will be enough
- Bring colleagues from across the organisation where you can
- If in person, supply some snacks
- If online, invite everyone to grab a treat
- In advance of the session as colleagues to spend some time looking at the interactions you have on social media, via email, and on the website. During this time they should consider:
- What types of content is being responded to
- How content is being responded to
- Which platforms have the most response and what content that relates to
- When everyone is gathered explore the following questions as a group
- Who is interacting with your content? Can you break these integrations down into different groups?
- Do these groups include everyone that you would like to reach? If not, who else would you like to reach?
- What do you think you know about these people?
- When you looked at the different channels, what surprised you in terms of engagement and response to content?
- Are different audience groups engaging on different channels, or at different times of the day / week?
- Take the information that you gathered as a group and bring it together in a way that makes the most sense to you and your colleagues.
Here are some examples that might help to inspire you:
- An infographic – templates to explore on Canva
- A persona poster
- A knowledge board
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