Are you using Email, Facebook and Twitter to reach your audience? If so, it is important to understand each channel and tailor your message to fit the particular audience—whether it is a subscriber, fan or follower. A recent eMarketer newsletter explains the differences between these outlets and how to reach them effectively.
According to ExactTarget’s April 2010 report, most internet users engaged with brands only via marketing emails, but nearly a third subscribed to emails in addition to being fans of brands on Facebook. Moreover, the vast majority of social media fans or followers were also email subscribers—meaning consumers tend to layer their marketing channels, rather than silo them.
Of the daily email users, 94% subscribed to marketing messages; two-thirds of daily Facebook users were brand fans; and roughly four in 10 daily Twitter users followed a company or brand. Analyzing this situation psychographically, there are different patterns of engagement:
- Email appeals to nearly everybody.
- Facebook groups that had a great focus on gaining fans tended to be younger; but also shared a motivation for entertainment and the ability to publicly show support for brands.
- Twitter appeals most to consumers who want to feel up-to-date and ‘in the know’; which suggests information about new products and services or even brand initiatives would be of interest.
(Source: ExactTarget, Subscribers, Fans and Followers: The Social Profile)
Understanding the channel’s engagement certainly effects how you reach your audience and tailor your message. Knowing that followers typically like breaking news and you’re launching a new product, it’s a good idea to use Twitter to help support this push. Take your time to analyze the situation (I personally use GOST for this – Goals, Objectives, Strategies and Tactics), and see if your communication channels line up with your overall goals and strategies. This should help with reach your target audience.
This post was first published by Nicole Miscioscia on March Communications’ blog, PR Nonsense, and may be viewed here.
