One of the important parts in designing social media strategy is defining the audience. Just as we have discussed last week, due to the differences of objectives of three sectors, enterprise, non-profit organization and government agency, the audiences should be different from each sectors.
There are many variables can be considered when defining the potential users in social media, but the most important three should be willingness, capacity and influence, which apply differently to a particular sector.
This describes how strong intention a particular group of people will want to respond the call to action from an organization on social media platform. Undoubtedly, some users just want to use the social media tools to communicate with close relatives or receive specific information rather than contribute or respond to organizations. For the business company, they will want to establish connection with the people with strong purchasing intention to their products or services, i.e. The Brick will like to engage with the recent buyers of real estate, or the Future Shop will glad to connect with the tech enthusiasts. For the NPO, the donating or volunteering inclination is more important. So, what are the possible indicators of donating to charity? Lots of studies have shown the relationship between the level of education and the level of donating inclination, i.e. A study conducted in Australia showed that education is positively related to donations to animal protection, development aid, and human rights (read more here: what the research says about who gives to charity). When it comes to Government, the participating intention is the key. For example, the students, especially which in universities and colleges, are very important communities that some agencies should focus on.
It means to what extent of the result the organizations can expect from the target groups. The income level is a very important indicator to both profit and non-profit organizations, which indicates that how much money the prospects are willing to pay or donate. Social-economic status should be a key indicator when government defines the audiences of specific campaigns.
Other than the two factors above which are more about who they are, this variable is focusing on their ability to drive other people to do something. In business area, there are more and more independent product specialist showing up on social media, who usually eager to try the new product or new model of a exiting product and share the pros and cons by social media tools. I.e. If you are interested in the smart devices, you might want to follow Marques Brownlee, who will always provide very insightful reviews about the latest gadgets on his YouTube channel. For NPO, they will tend to cooperate with the celebrities to leverage their followers, like Natalie Dormer in a Because I am a Girl campaign. The government agency will care more about the support from target community, i.e. when TDSB wants to roll out new policy to optimize the Adult ESL Course, they would like to acquire the support from the ESL teachers.
Do you agree with me? Please leave your comments.