Social Media Success in 14 Steps: #2 Understand the Audience – Personas

Once you understand your goals, you can begin to prepare to create your social media campaign. Before you create the first site graphic or tweet, however, it’s critical to understand your audience. Will you be speaking to a B2B audience or B2C?  Which industry, demographic, locations do they represent?

Since social media communication can be personal and informal, it’s helpful to create several profiles or personas that represent the different segments you’ll be communicating with. Several of my clients do this by actually giving names to the people in the segment and thinking of them as a person.

For example, if you are selling to the IT market, you might invent “Susan”, the 45 year old CIO of a medium sized company, and “Terry”, the Database Consultant. When you start to think about the content that your market needs, it’s easier if you can personalize it by thinking of what Susan and Terry might need.

If you’d like to read my white paper on Social Media Success in 14 Steps, please click here.

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