Digital Skills - Understand Audience

Key takeouts Your TOV is a key element of your business’s identity, and will help you stand out from your competitors Your TOV should be unique to your business it’s how you interact with your audience Be consistent, but give yourself room to adapt your TOV depending on the situation Create a TOV Guideline Document to share with other employees

Key takeouts Engagement is when your audience interacts with the content you post on social media by following your business profile and commenting, “liking” or sharing your posts The more engagement you have with your audience, the better your relationship – meaning they're more likely to make a purchase The more interesting and relevant the content you post on your profile is, the more engagement you’re likely to receive Your personality can set you apart from your competitors, so make sure your content reflects you and your business Encourage audience participation on your posts, by asking them to comment with opinions, “like” or share

Key takeouts The more people click, comment, “like” and share your posts, the more often your content will be seen by potential new followers There are a number of ways to grow your following on social media: inviting your friends and existing customers, promoting it across traditional marketing materials, regularly updating with quality content and engaging with users on other relevant profiles Your following on social media can act as a great focus group which can give you useful insights to inform your business and social strategy

Key takeouts It’s important to look at both demographics (“who” your target audience are) as well as psychographics (“why” they behave in a certain way) when defining your audience Demographics will help to ensure you target the right type of people (age, gender, location) Psychographics will help to ensure you deliver the right type of content, using the right channels (based on their needs, interests and lifestyle)