Blog 3: Target Audiences

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Know Your Audience

It is critical to know who you are trying to engage with through social media.  Doing research on your target demographics should includes age, sex, marital status, level of education, income level and where are they spending their time online.  Once you can define where they are, who they are, you then need to sit back and listen to the conversations happening. This will provide the insight so you can see what is being said so that you can weigh in.  As well, this will allow you to see where your competition is and where you can fill the missing gaps in product, service or information to be competitive and make change.

The Campaign

Policy development and change in behavior is where I work within the Lifesaving Society. Through Public Education and Research in drownings is how we are trying to achieve the aggressive goal of zero drownings in Canada within 50 years.  The Lifesaving Society has a variety of platforms in which we use for social media messaging.  To target specific audiences, a targeted message is chosen, and then made public to share throughout the platforms to achieve the highest impact.  The campaign “Watch Me not Your Phone”, was launched last summer through Facebook and Instagram.  These platforms were chosen because the demographic targeted were young mothers. Instagram and Facebook are used highly by this demographic.  We felt that these mom’s would share through their networks and though Facebook as well.

Measuring Success

This poster was extremly successful!  The image is one that so many of us can resognate with. The messaging of being distracted by our phones while out with friends, while at work and of course while driving.  Jumping on that concrete message and adding a little girl poolside would hit parents as a reminder that they must keep eyes on swimmers at all times!


2 thoughts on “Blog 3: Target Audiences

  1. I noticed there is a person in the background on their phone. How does one put a value on childrens lifes. A life is priceless no matter who it is whether it be the very young or your grand parents. A split second can change a life in so many ways. Before cell phones became a everyday necessity people talked and had facial expressions, one could read from a face the answer before a word was spoken, we now use emojis. One question I still get asked by my great neice and nephew is how did we ever survive before cell phones?

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