For your social media efforts to be effective, you’re going to need to engage with your followers. And the best way to do that is to identify who it is that you’re speaking to, and then share material that will be humorous, interesting, and most importantly useful to them. Your following will grow if you can maximize engagement on your page, so it’s important to get to know your audience and learn their behavior.
In order to determine who your audience is, ask yourself these 6 questions:
1. Who are they? (age, gender, generation)
2. What interests them?
3. Are they following your Facebook for personal or professional insights?
4. What is their professional background?
5. What do they all have in common?
6. When are they on social media?
Social media platforms such as Facebook, Twitter, LinkedIn, Quora, and Google Analytics all have information on who your followers are, including data regarding age, profession, gender, etc. It’s important also to think about who your product is targeting — is it a tool for business owners or a communication app for schoolchildren? The demographic your product is designed for will also determine the way you conduct yourself on social media and on which platforms.
When you can answer those questions, you will be prepared to engage better with your current following, which in turn will help to grow your followers. Your goal in answering these questions should be to paint a clear picture for yourself of who specifically you’re speaking to, rather than posting to an undefined general audience. When you eliminate the guesswork, you’ll be more likely to give them something they are eager adopt into their routine, rather than to look at your profile once and proceed to ignore you. Keep in mind that your following may be slightly different for each social media platform. Pinterest, for example, is predominantly female; whereas other platforms are more gender-balanced.
Once you’ve identified who your followers are, share content that is directed to that demographic specifically, focusing on what is useful to them. Think: what will your audience find entertaining, important or useful enough that they want their friends, family, coworkers, classmates, etc. to see it also?
In understanding who your audience is and the reasons they’ve decided to follow you, and then publishing according to what will appeal to them, you’ll be able to grow your social media following and to develop a community of loyal and active followers who will engage with your content and share it across the web.