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  • Matthew Stover

How to Identify and Connect with Your Organization’s Ideal Social Media Audience

You Can't Be Everything to Everyone, So Pick Your People Wisely


Defining your target audience is essential in creating your organization’s social media plan because it helps you create content and messaging that resonates with the people you want to reach.


By understanding your target audience, you can tailor your social media efforts to their specific interests, needs, and preferences.


For example, if your target audience is young professionals, you might create content focusing on career development and networking and use platforms like LinkedIn to reach them.


On the other hand, if one of your target audiences is teenagers (like our client First Graduate), you might create content that focuses on trends and pop culture and use platforms like Instagram and TikTok to reach them.

Here are some ways to define your target audience:


  • Identify your mission: Think about the people who are most likely to be interested in your organization's mission and goals. This could include people who are passionate about the same issues you're working on or those who have a personal connection to your cause.

  • Consider demographics: Look at factors like age, gender, location, and income level to get a sense of who your target audience might be.

  • Look at your current audience: If you already have a presence on social media, take a look at your current followers to see who they are and what they're interested in. This can give you an idea of the types of people who are already interested in your organization.

  • Conduct market research: You can also conduct market research to learn more about your target audience. This could include surveys, focus groups, or online analytics tools.

Defining your target audience can also help you track the effectiveness of your social media efforts. By tracking metrics such as engagement and website traffic, you can see how well your content resonates with your target audience and make adjustments as needed.

When building out this social media plan section, ensure it answers these questions.

  • Who are they? Consider demographics such as age, gender, location, and income level.

  • What are their interests and hobbies?

  • What are their values and beliefs?

  • What are their pain points and challenges?

  • What are their goals and aspirations?

  • How do they consume media (e.g., social media, blogs, podcasts)?

  • What motivates them to take action (e.g., donate, sign up for a newsletter)?

  • How do they prefer to be communicated with (e.g., by email, social media, phone)?


Identifying your target audience is crucial in developing a successful social media strategy because it enables you to concentrate your efforts and produce material that is pertinent to and helpful to your audience.




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