A good communication strategy outlines not only know what it is you are trying to say, but more importantly knowing who you are saying it to and then choosing the communication method that best reaches that audience. If your target audience are senior citizens then it is safe to say that Snap Chat may not be the best vehicle for that communication, given that 71% of their users are under the age of 34 (Source: https://www.omnicoreagency.com/snapchat-statistics/) .
I work for a NFP organization that works in education, support and advocacy for patients living with dermatological conditions in Canada. Our audience is a diverse one since skin disease does not discriminate – very young children and teenagers are affected by eczema, acne, and psoriasis, adults tackle melanoma, psoriasis, burns or wounds and seniors encounter shingles, rosacea, psoriasis, and many of the other conditions I have already mentioned. So while we certainly do not have an age, race or gender demographic we do want to ensure that our communications are geared towards a Canadian audience. To ensure that we are reaching that audience, we often use the tools built into many of the social media platforms to target Canadians interested in skin health or dermatology. This sometimes requires putting a little bit of money into our social media and advertise our sites (Facebook and Twitter) to target Canadians. By doing these we have achieved our goal and over 90% of our followers on Facebook are Canadian.
By ensuring that we are reaching our target audience, we are able to meet our mission of promoting skin health and improving the quality of life of Canadians living with skin conditions.