In lesson three, we learned that assessing your target audience is a critical step in designing a communications or social media strategy. By examining our current audience, we can gain insight into the audiences we would like to target.
I work for a spaceflight engineering company; as part of our social media plan we are working to encourage conversation around the critical benefits space research and technology has on our daily lives, in an effort to gain public support for Government investment in the space sector. We are also using social media to attract and engage key stakeholders to demonstrate our position as a technology innovator and key player in global space activity.
Having two very different but equally as important goals mean we have a diverse target audience. On one hand, we want to appeal to the general public and on the other hand we want to appeal to government and commercial space organizations. Having previously identified who we want to target, I was interested to see if we were reaching the audiences we had identified.
Looking at the demographic breakdown of our Twitter audience, I was able to see that 49% of our audience falls into the 25 to 34 year old age bracket, 70% of our audience is male, 30% is female and 55% of our audience is Canadian and 98% speaks English.
Not surprisingly, technology, science and space were the top interests of our followers.
If I were to build an audience profile, this information would lead me to believe that our target audience is an English speaking, Canadian male in the 25-34 year old age bracket who is interested in technology and tech news. This profile isn’t surprising, and it is in line with a portion of our target audience.
However, we also have an ambitious goal of reaching our Federal and Provincial Members of Parliament. Examining our current audience and through my daily interactions with our followers, I know that we are not yet reaching the majority of this audience. In order to reach this audience, we will need too employ listening tools to find out where they are spending their time. I have added them to lists on Twitter so I can monitor their conversations. We will also conduct searches to see what groups and conversations they are active in and try and align our efforts to meet those needs.
Through monitoring the demographics of our audience, tracking changes to our followers and through listening strategies, we can work towards meeting the needs of our target audience and perhaps discover a new audience that we did not originally identify.