Four reasons why you’re probably ignoring your audience

Our audience should be at the epicentre of our business. Therefore, the first point of interest must always be from an audience point of view. So why is it that most communication professionals are unintentionally ignoring their audiences?

Here we discuss four blind spots that communication professionals tend to overlook and explain the quick fixes we can make to turn those blind spots into sweet spots!

  1. Using social media monitoring to know where our audience hangs out

We shouldn’t have presence on a social media network out of the preference of the social media manager, or because we have the best resources for a particular channel compared to another. We need to be neutral when choosing in which channel to invest resources. The best way to be neutral is to let the data speak for itself. Is our audience on Instagram or do they prefer Twitter? Maybe their favourite hangout is on blogs. Wherever it may be, a social media monitoring tool will be able to tell us so we don’t waste our efforts on a channel that isn’t relevant to our audience – and therefore us.

  1. Using social media monitoring to know when our audience is online

Social media is 24/7… but our audience isn’t. We are totally ignoring our audience’s needs if we’re posting at times when they aren’t online. To overcome this, we need to start taking note of engagement habits to be able to identify trends around best time/day of the week to post.

We understand that managing a global social account can be difficult since our audience is spread across a number of time zones. A social media monitoring tool, such as Meltwater allows users to schedule social posts, giving the impression that our social handle is manned 24/7.

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  1. Using social media monitoring to acknowledge and appreciate

The expression ‘brand advocates’ brings music to our ears since they often exist alongside many advantages for our brand such as increasing our community, engagement and awareness. Brand advocates should be seen as low-hanging fruit. Quick wins. Yet many go unnoticed.

Every business has them, only some are more vocal than others. For example, one brand advocate could love us behind closed doors; others, such as employees and loyal customers, may shout their love for us from digital rooftops for the world to see! Whilst finding brand advocates that live behind closed doors is difficult, since the introduction of social media monitoring pinpointing the digitally more vocal ones has never been easier!

By using a social media monitoring tool, we’re able to make sense of the vast conversations taking place online. How? Well, first we filter out the irrelevant ‘stuff’ – the noise, so we only view conversations that are relevant to us. Then we can filter the conversation down further through the use of a sentiment analysis to spot positive buzz. Any good social media monitoring tool will also have a ‘top posters’ feature to help steer us in the right direction towards our brand lovers.

  1. Using social media monitoring for product development

The internet is flooded with honest feedback, whether it’s on a review site, a forum, social network or a comment box on web pages.  The aim of product development is to reflect the needs of the market and our audience, so it’s time to listen up and hear them out.  Social media monitoring tools can be used to unearth audience wants and needs to help facilitate new product development strategies. Social media monitoring can also help find faults in existing products so we can use the insights to plug the threat before our competition gets there first.