quick tips: building audience personas with social data
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BUILDING AUDIENCE PERSONAS WITH SOCIAL MEDIA DATA
Katana’s Quick Tips
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What is an Audience Persona?
An audience persona is the synopsis of your research and observaEons based on users who conveyed similar behaviors, interests and interacEons. IdenEfied users are then disElled into audience buckets based on similariEes, which are then used to opEmize business decisions and markeEng iniEaEves.
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How do you Build Audience Personas?
✓ Research ✓ Online Surveys ✓ Phone Interviews ✓ AudiEng Google AnalyEcs ✓ Focus Groups ✓ Social Media
Social media is another advantageous data collector that provides marketers with important insights that expose how audience segments interact and progress down the funnel. Unlike other data collecEon methods, marketers can glean more granular informaEon on a user by tapping into an individual’s engagement and finite interests.
Facebook’s Audience Insights is an analyEcs plaRorm that informs marketers about the kind of traffic your page is aTracEng, who has clicked on your Facebook ads (informaEon such as gender, age, locaEon and language), how users are interacEng (such as likes, comments or clicks) with your posts and lastly, who has been served your ads or posts.
Facebook’s Audience Insights is especially valuable in understanding how users are interacEng with your posts, and can help discern what content/ads work and don’t work. Just using Facebook analyEcs alone, marketers can build audience personas based on a user’s age, gender and geolocaEon. To further understand the impact your brand has on specific demographics, Facebook allows marketers to take advantage of polling apps – on-page installs that grant the user freedom to choose a response to your inquiry.
Facebook Insights
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Twi=er Analy>cs
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Twi=er Analy?cs is TwiTer’s naEve plaRorm that offers informaEon and data on how promoted and normal tweets are performing, showcasing and tracking Tweet impressions, retweets, favorites, replies, etc.
•On the TwiTer AnalyEcs dashboard under the ‘Followers’ tab, a detailed breakdown of your following is housed. Like Facebook’s Audience Insights, TwiTer AnalyEcs conveys gender, wriTen language and geolocaEon. Upon audiEng and comparing the data from both Facebook and TwiTer, your brand can determine which content is resonaEng with each demographic and strategically adjust your content accordingly.
•Furthermore, TwiTer contextually idenEfies the primary interests of your audience, illuminaEng the intersecEon of interests between your followers and your brand. Like Google AnalyEcs, TwiTer AnalyEcs exposes Device Categories, which can help your brand determine the importance of a mobile-friendly website (especially for e-commerce brands).
•Another useful TwiTer AnalyEcs feature is the ability to see your organic audience – those users who don’t acEvely follow your brand’s account but have been exposed to your Tweets on their newsfeed. Your organic and exisEng audience may share similar interests, but probing addiEonal interests of your organic audience can lead to more social growth.
LinkedIn Groups
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LinkedIn has 433 million users (as of September 2016), with nearly 40% of those users checking the networking plaRorm each day. While these numbers are sizable, brands should be more concerned with the one in three global professionals with a LinkedIn account, with 49 percent of key decision makers leveraging their LinkedIn for business decisions.
LinkedIn’s professional groups are beneficial for expanding upon the data collected from the aforemenEoned social media sites, and conduct supplemental audience persona research. Assuming that a marketer has perused through Facebook’s Audience Insights and TwiTer AnalyEcs, they are confident in the overarching industry/interests of their specific target.
Taking this informaEon to LinkedIn, marketers can then cross-reference this data with informaEon found on industry-specific LinkedIn professional group. By cross-referencing social media data cross-plaRorm, marketers can isolate trending topics or insights within this specialized community and determine which type of content that audience has a higher propensity to share.
Key Takeaways of the Building Audience Personas
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Google AnalyEcs (GA) should already be implemented in your tracking and audiEng strategy, but GA offers auxiliary
informaEon that explains the route users took to land on your social media sites and describes user browsing behavior.
