Audience targeting on social can be an effective way to distribute messaging to specific subsets of your brand’s communities. Targeting is defined differently on each network and there are a number of options for organic post targeting, as well as paid. As a social media or community manager, it’s best to test both options to learn which most effectively grows your brand and provides value. In this week’s #SproutChat, we asked members of our community how they use segmented posts.
Reach a Large Percentage of a Small Group
Instead of reaching a small percentage of a large group, use targeting to increase your reach with a large percentage of a small group. This tactic will resonate because followers will think your speaking directly to them. Personalized communication will lead to a higher level of engagement. As others see the increase in activity a post is generating, they may be more willing to chime in.
Navigate Facebook’s Newsfeed
Edgerank, Facebook’s newsfeed algorithm, is an impossible nut to crack. Circumvent the noise by organically targeting your posts or putting paid promotional dollars behind them. While paying will often provide the best results, it doesn’t mean you need to blow an entire year’s budget on Facebook. Amplify audience targeting by creating a Facebook Group focused on a topic that’s important to your existing community. Encourage existing followers to join and use the group as a space to distribute content, increase social media engagement and grow your brand.
Make Key Connections on LinkedIn
Strategize and determine how LinkedIn can help your organization accomplish its broader goals. Target job postings to specific industries and users with a predetermined level of expertise. Or, use LinkedIn targeting to get valuable thought leadership and lead gen content in front of executives and individuals with specific titles.
Don’t Go Overboard
It’s important to remember not to go overboard. Testing brand messages through audience targeting doesn’t need to happen all at once. Make sure to include a healthy mix of targeted and generally distributed posts within your social strategy. Otherwise, you’ll run the risk of ignoring key prospects by assuming social profile info is always accurate.
Tune in next week when we discuss turning your passion in your livelihood with special guest Adam Bianco. Check out what he’s accomplished this through @OhioStFootball and SportsFoodie. Be sure to join our Facebook community to never miss a beat!