A few months ago I wrote about the importance of taking your audience’s demographics into consideration when selecting promotional products. Whether you’re looking at where they live, how old they are or what they do in their free time, having the data to back up your ideas is essential to a successful campaign. Similarly, identifying your target audience on social media is what will make the difference in creating messaging that falls flat, versus a successful social media presence.

First, let’s start with the goal of social media in the business world. Aside from making your company look awesome, social media is key to creating brand recognition and has the power to move your audience to feel passionate about what you’re doing and, in turn, share their passion with peers. And what does that passion turn into? Money well spent on your products and services.

This ‘power of social media’ sounds great, but until you understand how to harness that power and create messaging that truly reaches your audience, your campaign is likely to fall flat. This starts with knowing your audience and having a true understanding of what they expect from their social media experience.

While it may be easy to get out there and start posting content that benefits you and you think your audience wants to see, without the data to back it up, this is a lost cause. Most social media sites offer some basic statistics (age, sex, location) on your followers, but it’s best to venture further to gather more robust data.

Use the information you do have (those social media statistics), combined with what you know about your customers to guide your further research. By understanding whether your target social media audience is filled with 25-30 yr. old young professionals who love to travel, enjoy eating out and value personalized experiences when dealing with a company, or 30-45 yr. old experienced professionals with families looking for ways to maximize their already limited time and save for retirement, your messaging is going to look very different.

Once you have a good idea of who your audience is, it’s time to figure out what they’re looking for when they log in. There are plenty of resources and studies available online that outline what consumers of a variety of demographics are looking for in their social media feeds. It’s just a matter of finding the right mix that works for your audience, your business and your consumers.

Still struggling to get your posts noticed? Scour the internet to see what others are doing and follow along. Dive deeper into your insights to see when your followers are most active. And if all else fails, run a few test campaigns to see what works, what doesn’t and what gets the reaction you’re really looking for.