Back to basics: Where should my brand focus on social?

Whether you’re new to the social game or just wanting to take a step back to refocus your brand’s approach, it’s not a bad idea to reconsider where your energy is going.

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The most important question to ask

Are you focusing your resources on social where your audience is?

It doesn’t matter how spectacular your content is if your audience isn’t there to see it. Social media use evolves over time, so it’s possible that your audience has shifted to a different platform or into a new pattern of use without you realizing it. If you have some declining social numbers you can’t explain on what used to be your most popular social platform, that could be why.

If that’s the case- or if your brand is new to social- do the research to figure out where your target audience is and meet them there with the kind of content they want to see.

How to check

How do you find out where your audience is?

There are several ways you can do this, using anything from our free tools to our more comprehensive analytics. And of course if you’re interested in going all-in on Digital PR, you can combine our analytics with the insights you can get from TrendKite and Insightpool’s influencer database. (Learn more about Digital PR and what it can do for your brand in our webinar on the 24th!)

But if you don’t have a big budget, start with our free tools:

  • A free Twitter snapshot report can give you information on the top contributors around any hashtag, keyword or account. This tells you who is influential in your industry and target audience; paying attention to their patterns of social use should help guide you to the rest of your target audience.
  • A Twitter Assistant gives you a lot of detailed information about what’s working with your current approach to your audience, including recommendations for how you can improve; increasing reach with image tweets, or scheduling tweets at a different time, for example. It will also show you your three most influential contributors, which you can use as a starting point for the rest of your audience.
  • An Instagram account checkup will also tell you the best time for you to post and your top hashtag; the former tells you when it’s likely your audience is active which is important for connecting with them, and the latter gives you a starting point you can browse to learn more about what kinds of content is being posted on that hashtag.

Our comprehensive analytics give you more detailed information about your audience, with entire sections devoted to Contributors and Followers for account Trackers, not to mention Geo, Languages and Sentiment to give you a really complete picture of who your audience is, which tells you more about what they’re looking for from you.

If that sounds good and you’d like to take a more personalized dive into what we can tell you about your brand specifically, let us know.