Once you find your target market on social media, you need to understand how they use it. Some questions to ask yourself as you observe their behavior include:
♦What do they like to do there?
♦What is their behavioral process for making decisions?
♦Are they looking for recommendations from friends?
♦Do they hunt for sales or do they pay full price?
♦Are they more concerned with other factors besides price?
When considering your target market on social media, it’s also good to keep in mind the specific characteristics of each site. You’ll use your target market profile, the above questions, and the particular characteristics of each site to decide on which sites to concentrate your list building efforts.
Facebook – Facebook users come from all demographics but it’s especially popular with young users. Because of this, it’s not a place where people generally search for luxury goods.
Twitter – Twitter is mainly a news source, not a place for shopping or in-depth conversations.
Pinterest – Pinterest users are overwhelmingly female and the content is visual. It’s a good place for shopping for clothing and accessories, though it’s certainly not limited to those products. Instagram is similar.
LinkedIn – LinkedIn is a place for professional networking, recruiting and sharing industry news. If you target businesses or working professionals, this is an important site to use.
YouTube – Most users look to YouTube for entertainment and how-to’s.
Don’t forget that there are also smaller, niche-specific social media sites that might be great places to connect with your target market. You’ll have to do further research to identify those since they vary so much from market to market. Contacts you make on the larger social sites may even be able to refer you to more niche-specific ones.
Gina Alagata is the founder of Wink, Women Inkorporated® and owner of Country Girl Goes Social and does training, speaking and consulting for women in business on topics related to women as well as social media marketing. She is also a mother of four (4) teenagers aged 14-19, married to her husband Alden of 22 years and they reside