Who is Your Social Media Audience? Really, Who Is It?
I am actually asking the question – who is your social media audience? And I’m asking because I don’t know. Yes, it is important to identify your audience, to speak to them and to actively engage with them. Doing so is vitality important to having your message heard and your brand promoted. But as I was doing just this (identifying my audience) I stopped, and paused, and got stuck. Let me explain.
The Social Media Audience
This is how I have come to understand the social media audience. Your social media audience has different categories of people who engage and interact with you differently.
- At the very top, are your Relationships. These are personal connections, who you have a meaningful, emotional connection with. They could be personal friends or even family who use social media. You communicate with them frequently.
- At the next level are Evangelists. These are the people who engage with you, who highly and often recommend you, and who you have on-going interactions with. They are the super fans of you and your brand.
- Then there are these people. These people have an interest in you and you have an interest in them. But they don’t have that emotional bond you share with your relationships. And they are not an evangelist, cause they are not really super fans. They are more than a connection. They are something different. Who are they?
- At the next level are Connections. These are the people who follow you and who you follow. Who you have established some kind of connection with and who you sometimes engage with.
- Next, Acquaintances. These are people you know and have at some point engaged with, but infrequently and there is no real meaningful relationship between you.
- Finally, there are your Followers. Followers have some kind of interest in you, but have not interacted with you beyond a watchful, passive presence. Followers at any time may become acquaintances, or evangelists or even relationships once they start engaging and interacting with you more.
One other thing. I use the term ‘audience’ throughout this post for simplicity sake, but I think its important to note that there is a difference between your audience and your community. Your ‘community’ is your top level engagers – your relationships, evangelists and your ‘who are these people’. Where as your audience would refer more to the bottom 3 categories, who have a more silent, watchful connection with you. They act more like the audience of a broadway show – interested, and watching, but not interacting with the actors.
The third-level of engagement
But now back to this third-level of audience. I think this is an important group to define because this is a highly engaged group who are very important to maintaining interaction within your community and sharing your content. These people interact with you, they respond to your calls to action and you are able to have 1-on-1 conversations with them.
We all have these audience members. People who we have built a relationship with via social media. With these people, you have established a close, almost friendship with, but its not a relationship. And their interactions with you a definitely different than an evangelists.
Think about your audience, who are ‘these people’ that fall between connections and evangelists, and what do you call them?
Really, I’d like to know. Please leave a comment below, and share with your community!