Next year, the number of social media users in the US is forecast to reach 257 million. Worldwide, Facebook, YouTube, TikTok, and Instagram all boast over a billion users. Social media has changed the way people interact online, from watching world events unfold in real time to staying in touch with distant friends.
Companies are also using social media to connect with users and encourage sales. More often than not, their social media presence is poorly executed. Whether it’s posting identical content across every channel, striking too formal of a tone, or resorting to clickbait, brands (and the occasional person) waste the valuable opportunity social media has offered them. Once a company or an influence-seeking individual has found their audience, they can build loyalty and community among their followers.
How does one find their social media audience? There are 3 important phases, and the first one takes the longest. For around 2 or 3 months, one needs to analyze the social media environment, lay their foundation, and develop awareness of sensitivities in the audience. The environment has some to do with the platform, but it’s also informed by the nature of the content. Is it meant to be entertaining, educational, or relatable? It’s in this environment that one has to build a foundation. Start by shooting a wide net and improve content based on the data. The 60-90 day time window is necessary for determining the foundation. Lastly, consider the demographics most drawn to the content at hand. What are their needs and emotions? Tailor content to suit the audience, and watch the number grow.
Phase 2 is the refining stage. Consider both the tone and timing of content. Communication frequency can be difficult to nail down; both too fast and too slow will turn off followers. The third and final phase is getting creator emotions under control. Accept feedback when making improvements without making knee jerk reactions. If the first 2 phases were completed properly, consistency should be present regardless of algorithm specifics. When creative content is made more relatable to the source, it’s more successful.
The best thing about all 3 of these phases is that they don’t require a large budget, just patience and attention to detail. Be they large corporations or individual consumers, social media gives everyone a chance to create a distinct online presence they can present to the digital world. Ready to jump in?