Increasing Social Media Engagement for Nonprofits
Using a Three-Step approach to target your audience through Data Analysis
Knowing who to target is one of the most important pieces of any social media plan. There are 3 steps to this process: Targeting your audience through market segmentation, creating comprehensive buyer personas, and creating target-specific posts.
STEP #1: TARGET YOUR AUDIENCE
Finding groups of people that have common needs and characteristics to your nonprofit will allow you to brand your posts efficiently. This process is called market segmentation. Follow this process:
Find groups that have similarities and divide them into different categories such as Students, Parents, Alumni, Faculty, Possible Sponsors/Partnerships.
Be more specific! After you divide the groups into different categories use geographic, demographic, psychographic, benefits sought, and behavior information to be even more specific about your data.
STEP #2: CREATE DIFFERENT BUYER PERSONAS
After you collect the geographic, demographic, benefits, behavior, and psychographic data for different groups of people from your audience, create different audience personas. A persona is an example of your ideal customer with characteristics collected from your segmentation data. This concept works like a sketch of your target audience. The buyer persona will help you to identify, understand, acquire, engage, and retain the target audience.
STEP #3: SUCCESSFUL ORGANIC POSTS
Successful organic posts consider the persona profile relate to its characteristics.
Choose your type of Content:
Picture, Video, Graphics, Infographic, Press Releases, etc.
Engage your audience with captivating text. Include a personal quote from the character in the post, and a short and personal bio/ description.
Use hashtags connected to your persona profile (Instagram, and Twitter)
Schedule your social during peak times of the day
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Sources:
Tuten, T.L., & Solomon, M.R. (2018). Social Media Marketing. London, England: SAGE Publications Ltd.
Written by Felipe Zaccarias de Brito | Austin, TX | 1/17/2021
