Step One Go back to the segmentation part and remind yourself about what problem your organization / project / cause solves. Are you solving organization issues, a new environmental issue or something else? It all boils down to what is the overall mission (again referring back to what you already know) of your company / organization / project / cause.


Step Two Find out who is more likely to have same problem and therefore more likely to get involved with your organization / project.

Once you know what problem you’re solving you’ll be able to determine who is more likely to experience that problem and with the right social media marketing tactics, turn to your organization for help.

  • Who is more likely to experience this problem?
  • What is causing their problems to happen?


Step Three: What are the demographics of your audience? The next step in determining your audience is figuring out the demographic of your audience.

  • Age
  • Gender
  • Location
  • Industry
  • Job Title
  • Ethnicity

So how do you obtain this information? Go through the built-in analytics tools within your social channels. You can actually use these tools to get some inside insights into who is following you on each channel.

Locating your Facebook analytics data: you repeat this step for every social media channel relevant for your organization/project/cause)

Facebook admin page
    • Go to any Facebook page that you are an admin of.

Picture No. 11. Example of a Facebook page

    • In your top bar there should be a tab labeled insights.
    • Within your insights tab is a short breakdown of your fan demographic including, age, country, gender and language spoken.


Picture No. 12. Example of Insights tab

Twitter analytics
    • Locating your twitter analytics:
      If you click on your profile picture in the top right-hand corner of your home page, a drop down menu should appear. In that menu is an analytics option.

Picture No.

Picture No. 13. Example of finding Twitter analytics

    • On your analytics page is a menu bar, where an audience tab is located.

Picture No.

Picture No. 14. Example of Twitter analytics

    • Once you click on that tab you’ll get information on your followers, interest, gender, country, and region.

Picture No. 15. Twitter audience tab

Instagram analytics
    • Locating your INSTAGRAM analytics:
      Open the Instagram app on your phone, in the top right-hand corner is a bunch of little lines that look like a graph.

Picture No. 16. Example of locating Instagram analytics

    • Inside the Insights tab is a section labeled followers. Click on the “see more”, to get information on gender, age range, and location.

Picture No. 17. Followers graph on Instagram account

In the exactly same way, find your analytics for social media channels, that you have previously been active on. It is recommended to do analytics research for the period of last 6 months – but 3 months will provide enough data, so you can understand what is it, that you are trying to achieve with this action. You can continue with the other social media channels, such as:

Pinterest analytics

LinkedIn analytics

LinkedIn analytics are only available for business accounts so if you only have a personal LinkedIn page you won’t be able to see demographic options

Google+ analytics
    • Locating your Google+ analytics:
      Get to know your Google Analytics platform  – It is an absolute MUST that you cover the BASICS of available data within GA. You can do it by following further steps.

Picture No. 18. Google+ analytics

    • On the left-hand sidebar is a tab labeled audience, the overview section will give you insights into country, state, city, and language

Picture No. 19. Audience tab on Google+

    • If you go back to the left-hand sidebar and click demographics you’ll find information on age and gender.

Picture No. 20. Age and gender of your audience

    • Then if you go back again and click interests you’ll see a breakdown of other areas your audience is interested in.


Step Four Determine why your current audience is engaging with your organization/project/cause. What is making your customer base turn to you instead of your competitors? What’s making you stand out to your FAN base?

How to do that? By surveying your audience. Asking for those insights can help you gather the valuable information you need to make an even stronger connection to them.

What questions to ASK? This is a list to help get you started:

  • What brought you to [insert organization name]?
  • What solution / part of our program persuaded you to join us?
  • Why did you need solution/cause/program [insert organization name]?
  • What types of problems were you experiencing that lead you to engage/act on our solution/cause
  • Did [insert organization name] help solve your problem?