Why social media strategies can no longer stand on their own two feet
Relying on a social media strategy as an independent entity is becoming increasingly more challenging. Yes you can come up with a solid, bespoke hashtag and yes you can write some lovely tweets and the occasional corker of a Facebook post but without the support of paid social and audience profiling that content you spent days coming up with won’t hit the right note with the right people.
With strict algorithms across social channels preventing organic content from showing its face outside of the inner circle of followers, paid social is now essential. I mean, don’t even think about launching a campaign or growing your engagement/fan base without setting a budget from the get-go.
But what many forget to consider in detail is the audience – THE most important bit! You can have a fairly good guesstimation that your new nutritious ready meals will appeal to the health conscious, who are potentially quite time-poor, but what audience profiling can do is inform the content and paid strategy using psychographic information about values, attitudes, interests and lifestyle. And ideally find groups you hadn’t initially planned for.
How we do it?
Using our suite of insights technology – known as Mapper 360 – we take brand’s owned channels as well as competitors’ or associated industry brands and filter them through our software. We then analyse the data and create tribes based on a variety of common factors including interests, keywords, hashtags and accounts they follow. Using this knowledge we progress to the next phase, dependant on project objectives:
Targeting specific people
So we’ve found exactly who the brand’s social audience is (and their competitors) so now we can reach out to them with targeting. This could either be trialling a new group or adopting new followers from competitors through poach and grow methodology.
Creating content that they will be interested in
Now we can create dynamic social content that will confidently include key words and images that speak directly to the tribe. For example, those nutritious ready meals may attract a tribe of 10k runners, who need a healthy afternoon boost before their training. Our messaging would convey this and dial up the benefits of the ingredients for runners.
When we’ve cracked who the audience is on each of the identified brands we have the power to go out and find mirror images of these people, who we can then target and invite to follow or engage with our brand’s channels.
Throughout our analysis we also look to find the influencers within each community – those who are shouting loudly within their circles, and having a persuasive effect. We extract the accounts we feel most relevant to the brand or a specific campaign and build them into an influencer strategy, which might include product trials, joint competitions or feature blogs.
If you’ve yet to discover who your true audience is, or would like to delve deeper into a competitor, drop us an email firstname.lastname@example.org