Five questions to help you understand your audience and improve your social media strategy.

Over the course of the last year, the algorithm changes on Facebook, Twitter and Instagram have been giving social media managers and strategists a serious case of whiplash.

Content that works one week will be dead in the water with zero reach and engagement the next week.

Despite all of the algorithm changes, doomsday calls that Facebook is dead as a marketing platform are exaggerated.

When platforms like Facebook and Instagram make a change they are making the change to improve user experience. While the changes may initially make our jobs as public relations professionals and marketers, at the end of the day they also push us to create higher quality content.

If you are struggling with engagement on social media try placing yourself in the shoes of your audience, by asking yourself these questions:

  1. Identify who is my audience?
  2. What types of content do they currently engage with our brand on (i.e. video, photos, etc.)?
  3. Where are they online? Which social networks are they most active on? Facebook, Twitter, Instagram, Instagram Stories or Snapchat?
  4. Why does my audience follow our brand on Facebook/Instagram/Twitter?
  5. What value does following our account add to their feed?

Placing yourself in the shoes of your audience helps to combat one of the most common pitfalls I see brands have on social media. You can push out content based on what you want your audience to know, but if it’s not what they care about they won’t engage.

Most importantly when creating content for social media be human. People connect with people more than they connect with a brand.

To stay up to date on the latest trends and research in social media follow The Science of Social Media podcast by Buffer.

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