Public Sector: Social Media Survival Guide – How to Find your Target Audience
Before we can really delve into the execution of social, we have got to really get some game plans finished. First and foremost we need to understand our audience. Back in primary school we learned about the “who, what, when, why and where.”
Who is your target audience: age, gender, likes, dislikes, etc.
What is the type of content they want to see? (What will they find relevant, useful and engaging?)
When are they online? (Post during this time)
Why are they going to be interested in what you have to say?
Where do they live? What platforms are they most likely to be on?
To reach our audience we need to have all those figured out. To drive this point home, a while ago I was helping out a coffee roaster with strategy and asked who their customers were.
Great, we sell coffee to Mormons are four year olds.
After you have really laid out the basic structure to these questions, you and start to do some competitive research. In public sector you really don’t have competition. So, you’ll need to look at entities in the same boat as you. What are they doing that’s effective? What platforms are they on?
There are several ways to keep tabs on these pages moving forward. In Facebook, there is a section where you can add “pages to watch”. These will track a page’s likes, number of times they posted, and number of people engaged with the page. (For the record, I do not have any association with the image I attached here. I simply didn’t want to draw attention to who I watch, because I’m sneaky like that.)
This is a fairly introductory effort into finding your audience and looking at what everyone else is doing. Should you want to dive a little deeper, I found this article from Social Media Examiner on 4 Free Tools to Analyze Your Social Media Competitors.