I recently spoke at a St. Cloud State Mass Communications alumni event regarding trends in social media–especially in the Public Relations industry. As an intern at Kohnstamm Communications and only a couple years as a social media manager at KVSC-FM under my belt, I’m hardly an expert on the subject, but I do feel I came out with some good points and generated an interesting discussion. I rarely write out word-for-word what I plan to say at these things, but for some reason that’s what happened. I ended up making an outline of speaking points for a more natural impromptu delivery and my original ‘script’ for my presentation “Social Media: Personal and Visual” is below.
I learned a lot as the Director of PR & Social Media at KVSC and a lot of what I learned along the way is directly transferable to the PR industry—whether the B2B clients I work with at Kohnstamm care about social media or not. I learned two main things while building KVSC’s social media presence: 1.) It is important to know your audience and 2.) People are very visually minded.
For the former, I learned early on that no one really cares about basic station updates that can easily be found at kvsc.org, people want to be entertained and involved in the conversation. In other words, people want to be reached at a personal level. I found that posting opinionated articles relating to the station’s music format or pop culture in general would garner a greater response than simply announcing what was coming up in the programming lineup.
It’s definitely important to know your audience and have a good understanding of what types of posts will get their attention without offending anyone too much. A great example of this is with a new recruitment firm I’ve been working with. At KVSC, it seemed I could get away with just about anything. Making fun of Nickelback, posting popular memes and silly YouTube videos are all commonplace on the KVSC Facebook wall. For example, one of the more popular posts on the KVSC wall consisted of a black and white photo of a little boy smoking a cigarette next to a chicken and the caption “Could someone please explain this picture?” (side note: the little boy happens to be a young István Ládai). With Grapevine – Targeted Sales Recruiting, I posted a picture of an Easter bunny portrait gone slightly wrong and wished everyone a happy Easter. It was all in good nature and was meant to be funny. However, someone didn’t like it and contacted the owner of the business and we took it down.
Lesson learned. Monitor and know your audience before you really test the waters. As with any good PR campaign, knowing your audience will help in crafting a news release, pitching a reporter or otherwise getting a client’s news out. Knowing your audience allows you to create much more targeted and personal messages. Maintaining personal messaging in any communication strategy allows for better conversation, but can only be achieved if you know what your audience is interested in talking about.
Further reading on the subject of knowing your audience:
- How well do you know your audience? (socialmediaexplorer.com)
- Blogger Relations: Know Your Audience (spinsucks.com)
- 8 Methods + Lots of Tools for Getting to Know Your Audience (seomoz.org)
- 5 Social Media Tips for Finding and Engaging Your Target Audience: New Research (socialmediaexaminer.com)
- 8 Things You Must Know About Your Audience to Inspire & Connect In Social Media (socialmediatoday.com)
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