Personalised communication on social media

To stand out from the sea of content on Facebook, Twitter and other platforms, companies need to have a thorough understanding of their target audience. Relevant content and the right formats are essential for reaching followers.

A pipette rather than a watering can: personalised communication on social media

For many companies, associations and organisations, a social media presence has long been a standard part of their communication strategy. No wonder: In mid-June 2018, Instagram reached the one-billion-active-user mark and, despite all the data scandals, the number of monthly active Facebook users rose to around 2.38 billion in the first quarter of 2019 (source: Statista.com and AllFacebook.de).  However, it is becoming increasingly difficult to stand out from the vast amount of content and secure one of the highly coveted spots in users’ feeds and timelines. To engage the target audience with relevant content, tailor-made topics and formats are the key to success.

Dialogue rather than a one-way street of communication

Twitter, Instagram and the like are ideal for sharing your own content with the world. But that alone is not the purpose of social media. Rather, it is about taking note of other people’s posts and comments and focusing on genuine, dialogue-oriented interactions. Companies must respond to their followers’ individual comments, ask questions and draw inspiration for their next pieces of content from their target audience’s comments. Interactive formats such as polls help to engage users. Through targeted campaigns, such as product trials, companies can also encourage the creation of user-generated content and connect with other accounts via shared hashtags.

Staying close to the target audience through social listening

Monitoring keywords, emojis and punctuation marks provides valuable insights into what matters to your audience, which topics are currently relevant and how sentiment is evolving. The more closely companies keep track of users’ posts and comments, the better they can tailor their communication to the wishes and needs of their target audience. If, for example, you frequently receive service enquiries about a particular product, a video tutorial could provide real added value for your followers.

Organic reach combined with social media advertising

Social advertising (social ads) enables companies across all sectors and industries to significantly increase their reach on social media and the internet. The target audience can be precisely defined using demographic and psychographic data, and sponsored content often attracts more attention on social media than on traditional channels. The better the content delivered is tailored to the individual user, the higher the success rate – measured in terms of click-through rate, watch time or conversion. Data twins can be used to expand the target audience. It is therefore well worth investing the necessary effort and care into defining the target audience, selecting the formats and developing the content.

 

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