Social media campaigns have become a commonplace and very popular form of advertising. If it’s done properly, it can reach a wide audience, sometimes a worldwide audience, quickly and at little expense, and get customers engaged in helping spread the word for your product. But a lot of social media campaigns under-perform or are complete failures for reasons that are not readily apparent to people not experienced at social media advertising.
Social media campaigns often fail for the same reason most other forms of ad campaigns fail – because they fail to reach their target audience. This is often due to a simple failure to understand the various social media outlets. If you are frustrated by a lack of response from your target demographic, it may be because you aren’t using the right social media outlet to reach them. Factors other than the size of a social media outlet’s user base have to be considered to reach your target audience. Here are some factors that need to be considered to reach your audience:
1. Which social media sites best suit your product?
Different media outlets have different strengths. While most of them allow some form of picture or photo to be inserted in a message, some social media outlets are specifically designed for sharing information visually. “Foodies” (food lovers), for example, are more likely to use photo-sharing sites like Pinterest and Instagram to communicate about their hobby because sharing a picture is faster and easier than describing a restaurant or the appearance of its food.1
2. Which social media sites is your audience most likely to use?
Different social media outlets also target different age groups. Twitter and Instagram are more popular among younger users, while older users tend to prefer Pinterest.2 Gender, race, and ethnicity also play a role in determining what social media outlets to target. Facebook is more popular among women than men, for example, and Instagram and Twitter are more popular among African Americans, while Pinterest is more popular among Caucasians.3 A digital marketing advisor can help you pinpoint which sites your demographic prefers.these details at http://www.bostonglobe.com/business/2014/08/27/after-long-lull-mad-rush-restock-market-basket/QZU8dDyjZLnvLqKuj8lNBK/story.html will help you understand more.
3. When is the best time to reach your audience?
Timing is essential to a good social media marketing plan. If a user is busy when a message comes in, or he gets deluged with tweets in a short period of time, many of them will simply be ignored. The best social media campaigns share messages at the times they are most likely to be read, just as you would run a television commercial when it’s most likely to be watched. Peak periods might be different for different social media outlets; one study found the best time to post on Google Plus was 9:00 am to 11:00 am Eastern standard time, while the best time to post on Twitter was 1:00 pm to 3:00 pm.4
As I’ve shown above, a successful social media campaign has to target its audience in ways that may not always be immediately obvious. Doing some research beforehand, or obtaining guidance from a consultant, can save you a lot of frustration later on.
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