Setup

Audience

Social media delivers the content that each user desires based on their interests. That means it’s critical to identify who you wish to engage and how they behave on social media. Use this guide to learn how to find and target your social media audience.

Audience
  • The basics
  • DPDHL Group Target Audiences
  • Getting to know your target audiences
  • Get Support

The basics

A clear understanding of your social media target audience is a must for social media marketers. The more specific and detailed that knowledge is, the more effective your social media activities will be. For example, you will know who to prioritize, which networks are best, what kind of storytelling resonates, and more. 

What is a target audience? In the simplest terms, a target audience is a particular group at which a piece of content is aimed – a group with something in common, such as age, interests, or industry. 

We have identified four broad target groups to guide our global social media communications. Of course, the specific audiences you target will depend on your objectives and the channels you choose.

Four broadly defined DPDHL Group target groups

  • Media and opinion leaders
  • B2B customers
  • B2C customers
  • Current employees & potential candidates

Each group has individual needs and should be engaged uniquely via the proper channels. But note that social behavior and motivations vary from country to country and region to region – and the social behavior of the individuals in each group will overlap. Therefore, use these four groups as a basic guide before defining your specific target audiences.

Remember: just like we sell specific products and solutions to particular customers, we need to tailor our social media content to the right audience. 

DPDHL Group Target Audiences

The audiences we target on social media will vary by Business Unit (BU), region, and country. Below is an overview of the four broad target audiences we use to guide our global social media communications.

Getting to know your target audiences

The four DPDHL target groups outlined above provide a great starting point as you research your specific social media audiences. Use them as a basic guide. But don’t be afraid to dive deeper and get highly specific. This will allow you to take full advantage of specific social media networks, tailor campaigns, and improve conversion rates. 

Below you’ll find some steps you can take to identify and understand your target audiences.

 

Practice social listening

Social media listening – also known as social media monitoring – involves looking closely at who follows you and what people are saying about your (company, products, brand, team) on social media. Gathering and analyzing this intelligence will help you discover the types of users having those conversations and where they occur. 

Questions to ask:

  • Who is your current audience?
  • What are they looking for and why?
  • What are they talking about?
  • When are they active on social?
  • What topics and types of content do they engage with the most?

You can also use effective social listening to:

  • Find new customers and opportunities
  • Find influencers and brand advocates
  • Find and join conversations with current and potential customers
  • Find and leverage positive and negative feedback to improve products & services

 

Check out the competition

While you’re listening to your audience, it’s a good idea to listen in on your competitors as well. You can learn a lot of lessons, especially if they are already quite active on social. Find out what social networks they’re active on. Follow and assess their content and engagement. Search for keywords on social media channels to see if any competitors turn up. 

Questions to ask:

  • What channels are they using?
  • What types of content are they posting?
  • What formats are working or not?
  • How are they positioning themselves?
  • What’s their tonality and style?
  • Who is engaging with their content?
  • What are they doing right or wrong?
  • How frequently are they posting?

 

Use tools to support your research

Monitoring and analyzing social media can be pretty overwhelming. Luckily, there are many tools available to help. For example, many social media management tools have analytics and audience monitoring functionality to help you do the social listening outlined above.

Get Support

If you need help identifying your target audiences, please reach out to the global marketing team in your BU or write to Digital Communications Team at Corporate Communications, Sustainability and Brand.