Leveraging analytics: Understanding your social media audience
As with any form of media, your social media account has a specific audience. While Justin Bieber can easily have 78 million Facebook users and 61 million Twitter followers see his content, we in the B2B healthcare IT realm do not have the luxury of millions of followers. However, leveraging social media can still be a turning point for your company’s growth. In fact, more than 65% of B2B buyers research a vendor’s social platforms before making a purchasing decision. However, to properly leverage your social media efforts, we must understand your audience and how to communicate with them.
Finding Your Audience
The first step is to identify your existing audience on all of your social media platforms. While you ideally want to have a majority of your followers be C-suite – that is just not the case. In a broad view, each social media platform attracts certain demographics. Luckily, Facebook, Twitter and LinkedIn each have their own perspective analytics tools that dissect your current following base. However, the amount of information each platform provides depends on the amount of followers. Below is what each analytic tool breaks down:
Facebook provides an audience breakdown of your fans, the people you have reached on your posts and the people who have engaged on your posts. This allows you to understand not only your fan base, but also who of your fans engage in discussions. For example, you can access the gender and age breakdown of your Facebook fan base
Twitter’s demographic breakdown provides you with precious information regarding audience habits. Additional valuable insight comes in when you look at your organic reach audience, which is based on who sees your content. For instance, you have the capability to see what topics your followers are interested in such as movies, healthcare, politics and so forth.
As expected from LinkedIn, it focuses more on breakdown of professional roles rather than age and gender. This can help you pinpoint what roles your audience plays in the workforce. One piece of information you can see in LinkedIn is the percentage of your followers who are senior level executives, managers, entry-level, etc.
Now that you can see what these analytic tools can provide you, it is time to create content that matters. With 92% of B2B small business marketers claiming that social media drives exposure and 80% claim it increases web site traffic, it is crucial to actively engage your followers. In addition to the benefits of social media to healthcare IT companies, 67% of physicians use social media for professional networking and 26% of all U.S. hospitals participate on social. With this information, we know that the audience you’re aiming for are in the social realm. However, if you discover that your current following base isn’t what you imagined, you have a few options to adjust.
The first option is to take this newly found insight and start actively engaging with your current audience – which may be different than who you originally thought was your following. Now you know who is interested in your company rather than guessing. The other option is to adjust your outreach strategy and find different ways to tap into your ideal market – which may be altering the type of content you produce to ensure you capture the attention of your desired audience.
Either way, with these tools, you have the rations to help you on your social media journey. Ultimately, social media is a great way to create relationships with your customers while giving you the opportunity to explore new markets. Better insight on your followers allows you to proactively engage with them efficiently. With an active audience base, you boost your company’s reputation and credibility.
Keep calm and post on!