Audience research is invaluable and well developed personas provide a broad array of insights into the lives and minds of your target audience, insights that form the basis for your social media plans.
Then, you put your social media plan in place, including sharing great content from others and creating your own. And you hit a fundamental disconnect. Your planning is based on your target audience, but you are measuring activity from everyone. Here are two questions that are difficult to answer.
- Is the content you share via social media resonating with your target audience or a random audience?
- What content is most popular with your target audience?