Prepared for Jose V. | Delivered March 31, 2020
Social Media Branding: Cultivating an Audience
To determine best practices in cultivating an audience on social media and learn about their interests as well as themes that resonate with them.
Cultivating an Audience on Social Media
Use data to identify audience
Being able to identify one's target audience is one of the first steps to building a social media audience and tools such as
are quite useful in this regard.
Other useful sources
include Facebook Audience Insight, the Pew Research Center which conducts social media use surveys and Smart Insights.
Social listening tools
can be used to gather insights about competitors within the space. Examples of these tools include BuzzSumo, Google Alerts and Hootsuite.
including age, location, income, and job will be useful to have.
will give brands a better advantage to reach their audience strategically using platforms such as Facebook.
This type of advertising leads to a
higher conversion rate
and increases the chances of reaching a wider audience.
Facebook’s Adverts Manager
can certainly help with this.
To ensure that money is being spent wisely however, it's important to use the
best social media channels
to reach the target audience.
Choose Appropriate Channels
To decide on the best channels to use, tools such as
Sprout Social, Twitter’s audience analytics
and Facebook’s Audience Insights can be used to learn about the existing target audience.
Engaging with consumers on just a few social media networks might also be beneficial, especially for those that "bring the
best return on investment
(ROI) for [the] business".
It will also ensure that the right audience which is likely to be
most active on these channels
will be reached.
industry hashtags or brand-related hashtags
is a good way to increase visibility and engage more of the target audience. For example, Coca Cola used #ShareACoke to engage more consumers.
The use of hashtags attracts persons from the target audience based on keywords.
that can be used to make this a success include Twitter Chats, Keyhole.co (paid), All-Hashtag (free) and
Hashtags also makes it easier for the target audience to find the brand and engage in
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