Desks and bookshelves in the Main Library.

Audience

Understand your audience: Knowing your audience is one of the most important elements of a social media strategy. A good grasp on who it is you’re interacting with dictates every aspect of your social media planning.

Familiarise yourself with the demographics, interests, and needs of your target audience. Which platforms do they use most regularly? This will help you choose a platform and tailor your content and messaging to resonate with them effectively.

  1. Determine who your target audience is. Your audience should be as specific as possible such as potential students, alumni, industry professionals, or external researchers. You can get even more granular such as potential students based in Scotland or internationally. The ‘general public’ is too broad. 
  2. Consider factors such as age, location, interests, and needs of your audience. 
  3. Use platform specific analytic tools to gain insights into your audience's online behaviour and preferences such as Instagram Insights or Twitter analytics