For my third blog post in the online course, “Digital Communication,” of Algonquin College’s Social Media Certificate part-time online program the assigned topic centers around researching the target audience for Cooper Photography & Design to reflect on the characteristics of its audience and to describe some of the ways that could be effective in communicating with this audience via tools and social media strategies.
To understand Cooper Photography & Design‘s audience from an analytical perspective, I logged into Google Analytics; to see the number of its active users through analysis to appreciate what the user retention rate was; its demographics related to the age, gender, language, and the location of its users; the behaviour of new versus returning users: viewing their frequency, recency, and engagement on the site; and also viewing what technology accessed the site from which Internet browsers were used most often to what service providers were the most popular to access the site.
Why is the above analytical information of any importance to your business online or social media strategy?
Researching information about your target audience answers the question of who is already using your products and services and how this information gives you an idea of who the potential people are that you’d like to bring to your site.
Outside of Google Analytics, to research what people who are interested in photography and design want to see, I also use tools like:
- Twitter to research target communities
- Hootsuite to measure my impact with social media analytics
- TweetDeck to track build and organize custom timelines
- Google Trends to identify the kinds of things people in my target audience are searching for
- Google Alerts to receive emails or notifications when specific keywords come up in new web content
- Feedly to subscribe to RSS feeds based on keywords
- Facebook to research groups and pages to keep track of news and trends
Wikipedia also offers up a complete list of Twitter services and applications.
And, to document the findings of my research, I use Evernote because it works on all devices.