Meantime Blog

News, views, insights, and musings from the Meantime teamon the world of PR, logistics, and Royal Greenwich

The Who, Where, Why and How of your social media plan

Sharing content consistently and regularly without having a clear target audience is akin to taking a leap in the dark.


In my previous blog posts on social media, I emphasised the importance of having a step-by-step approach to your social media marketing activities.

Just doing ‘stuff’ ‘everyday’ on all your platforms may not yield the results you are looking for.

In this post I explain the next step, which is, creating customer profiles.

Any successful marketing plan should answer the question “Who is my target audience?”

To find the answer to this question, you need to create customer profiles, and without them, your marketing plan is a waste of your efforts.

To create accurate customer profiles you should find out the following details of your target audience:

  • Gender
  • Age
  • Geographical location
  • Qualification
  • Occupation
  • Income
  • Ethnicity

Once you have these details then you must delve into their ‘psychographics’ – a term that encompasses personality, attitudes, hobbies, lifestyle and behaviour.

Identifying the above will in turn will help you answer these questions:

  • How much time do they spend on social media?
  • Which platforms do they use?
  • How likely are they to interact with your brand content?
  • Are there enough of them?

An interesting thing to note is that this step of creating user personas of your target audience also reveals your potential audience – an audience that you haven’t approached yet.

If you have a brand presence on social media already and now realised you haven’t created accurate or detailed customer profiles it’s not too late.

Social media analytics will give you data on the audience’s reaction to your content so far, and this can provide you with a foundation to build on.

For any questions on creating user personas for your target audience feel free to reach out to us.

About the author

Rose Ann Francis

Rose Ann was born the year Halley's Comet visited our solar system for the second time. A Jane of all trades, she got a Masters in Biotechnology and pursued a career in marketing & communications. After excelling as an editor and an advertising executive she is now expertly navigating the world of social media.