COM0014 – Blog #3 –

I work for the Canadian Federation of Humane Societies, and we’re blessed with really passionate, committed followers. They want to learn, be informed and take action – basically, they’re lifers who are committed to improving the lives of animals.

Because I interact with them on our Facebook and Twitter every day, I already know a lot about who they are – including some of their habits and political leanings. All the same, it was fun to dig deeper into the analytics to see what I had right and where I was off-base. What I found out was that, demographically, our audience is made up of mostly Canadian, English-speaking women in the 25-55 age range with pets but no children.

The top image in blue below is a gender and age profile from Facebook analytics and the bottom image in orange is from Twitter. As you can see, we have a slightly different age distribution on Twitter, but the user profile is almost identical otherwise.

As I was poking around, I found out some pretty interesting psychographic info about our audience, as well. Twitter offers a lot of background on the interests, consumer habits and household income of our followers, some of which is below:

It doesn’t surprise me to find out that the number one topic of interest is news and that dogs, pets and cats are in their top ten list. This fits with my understanding of our audience as informed, engaged and animal-loving. Interesting to see that dogs rank a couple spots above cats. That does make sense because our dog-themed posts always perform slightly better than our cat-themed posts.

What’s cool about this process is that I could take some of this basic information (about consumer habits and such) and extrapolate. For example, in the list of our followers’ top ten consumer products below, you can see that eggs, milk, produce, yogurt and cheese all ranked above meat, which suggests that we might have a significant number of vegetarians or people who only selectively eat meat (which would makes sense given how educated our community is about animal welfare).

I know from my interactions with our followers that they’re lead-with-your-heart people who volunteer in their local communities and donate to a variety of causes. That said, they will only sign and/or share something if they believe in their hearts it will make a difference for animals. They’re critical thinkers, well-read and well-informed. If a post is unhelpful, baseless or sensationalistic, they will call it out and say that they expect better.

What it comes down to is that they’re caring, informed and committed people who are driven to be the change they want to see. Lucky us!


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