Understanding Different Social Media Audiences
There’s no denying that more businesses and brands are using social media than ever before. Maintaining a social presence can help businesses gain new customers, build existing relationships, and establish themselves as thought leaders in their industry. Crafting and sharing engaging content for your audience is an important part of any business. Even for a custom integrator, customer interaction is crucial. But before you can find consistent success with social media, you need to start with the basics. This means understanding your audience. Maybe you already determined which social media platform is best for your business, but understanding your audience is an equally important layer in the social media equation. Understanding your audience will ultimately affect the overall content and tone reflected on your social pages so it is essential to know a few key elements about your targets and how they use social media.
According to Sprout Social “no matter who you’re trying to reach, they’re likely active on Facebook,” Regardless if your business targets a younger or older audience, Facebook should be a priority.
B2C focused businesses find value in having a presence on Facebook because the platform is used widely by brands to share news, answer questions, develop brand validity and reviews, advertise/promote products and ultimately serve as a second landing page for your business.
With over 300 million active users, Twitter is the spot to connect brands with consumers seeing as 42% of the platform use it to learn about products and services. Twitter is regarded as great source for news and members of the media are generally very active on the platform. The conversational aspect of Twitter allows users to interact and build early relationships with the media and connect with peers and partners in the same industry. Twitter also limits posts to 280 characters which can create a fast-paced conversation. Twitter may not reach a wide range of consumers but users do frequent the platform to check out a company or lodge complaints.
LinkedIn is a great place to find colleagues and influencers and follow the latest industry trends and news. The platform itself can be best utilized for B2B communication to network, advertise and hire. LinkedIn is available for entry-level employees and CEOs alike but should be regarded as a strictly professional outlet. LinkedIn users can take advantage of the LinkedIn pulse platform for article publishing to create expertise and thought leadership amongst peers and industry influencers.
You may be more consumer-friendly on Facebook, abbreviated and newsy on Twitter, or B2B focused on LinkedIn, but the information should be consistent. Regardless of which social media platforms you use, the information you’re sharing should be reflective of your business but still tailored to each platform for their respective audience. Want to learn more about how you can improve your social media presence? Register for our online Master Class for PR and Social Media at Caster Academy.