Mastering The Social Spectrum
One of the first processes in creating any great marketing or advertising conversation, should be to determine two key attributes of your target audience: where do they live online and how can you access them effectively? It’s not enough to just know who they are. You should be asking how, why and when they do what they do.
To understand these questions, we use a theoretical framework we call ‘The Social Spectrum’. It helps us get into the minds of social media users when they’re logged on.
It helps us consider why people are functionally on a platform then how they use it behaviourally.
This looks at the different levels of social interaction a user expects to have when engaging with different social platforms. Are they having conversations with an established, selective social community? Are they debating with complete strangers? Do they not want to enter a dialogue at all? At one end of the spectrum we have the super social users wanting to ‘be my friend’, in the middle those who’ll ‘speak if spoken to’, and finally those who just want you to ‘leave me alone’.
This is more about why people use the platform. What does it offer them? Are they just browsing for new content or inspiration without intending to interact with other users? The most common reasons are to ‘stay in touch’, to ‘find new content’ or to ‘meet a specific need’.
Understanding where your audience lives online and the ways they use different platforms is essential to tailor your campaign and effectively engage your specific online audience.
Deciding whether to seed content for maximum penetration on Reddit, or run a traditional paid ad campaign on Facebook, will depend entirely on where your target audience is and how they consume social media in all its forms. A cookie-cutter Facebook ad campaign won’t reach the same diversified audience of Pinterest, or Spotify.
Thinking first about the way people interact with social networks means you won’t waste time or money focusing the wrong marketing strategy in the wrong place.
Better input always leads to greater outcomes
Subscribe to OutThink, the AFFINITY ThoughtReport
DROP US A MESSAGE
Get in touch and find out what we can do for you
Or call during business hours: 9am - 5.30pm, Mon - Fri
Is it time to rethink the subscription business model?
23rd February 2023
AI: Revolution or evolution?
23rd January 2023
How to get product placement past a cynical audience
18th January 2023
Brand lessons straight from the Kardashians
13th January 2023
With great data comes great responsibility
15th December 2022
How to get your customers advertising for you with UGC
7th December 2022