Turning your Twitter Around: How to Improve Social Media Presence

Lesson 1: Know Your Audience

Are you speaking to wealthy men ages 35-65 who you need to keep your non-profit afloat with donations? Perhaps you’re looking to interest pregnant unwed teens who need somewhere to turn when they’re not ready for a baby? Okay, so obviously the latter would be an easier target to access via social media, but you can’t discount the older crowds. These days, everyone from pre-teens to grandparents is tweeting, posting and friend-requesting like the rest of us.

First of all, figure out who your audience is. This may take more research than you think, but it is the most important thing when getting results from social media outlets. Remember that you can never appeal to everyone. Specific audiences (say 25-50 year-old breast cancer survivors) are much easier to make an impact with than a vague group (women).

That said, when posting with social media, make sure you use a voice that will make sense to that audience. Whether you’re informing them about your business, trying to raise money for a cause, or just giving them information beneficial to their market, you have to be engaging. Educate yourself about your audience; know what they like to do, where they hang out, shop, eat, and of course, how they talk. If this is difficult, try to get help from someone in the market. Knowing everything about them is the only way you will be able to truly get through to them. It may feel foreign speaking as “someone else” at first, but with practice, you’ll become an expert at communicating to your market.


D Nightlife is targeting active young Dallasites who love going out to bars, restaurants, and trying new things with friends. This post gives this audience the ability to tell D Magazine what their favorite bar is by voting in the poll, and hearing what other people around town are saying. The informal tone resonates with this audience well.

Heart Disease is the #1 killer of American women, and although it affects all ages, The American Heart Association wants to reach out to middle-aged women, because they are the ones who will tell their friends, parents, etc. Also, women often do the grocery shopping for their homes, and giving them tips on how to help keep their family safe from heart disease is engaging.
Stay tuned for Lesson #2 – Is Posting A Question Always A Good Thing
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