Digital Skills - Understand Audience

Consistency is the key Shifts in TOV can be incredibly confusing for your audience. Once you’ve defined your voice, use it consistently in all of your communications. People need to know what they’re getting from every interaction with you – it’s reassuring and lets them know you’re a reliable business. However, while your TOV needs to be consistent, it also needs to be adaptable in certain situations. For example, you might be a fun, chatty brand. But while you might post something humorous to engage people on social media, you wouldn’t respond to a customer complaint with a joke.

Invite your friends to follow your profile Asking friends to follow your business profile can quickly increase your social following when you’re starting out. Be sure to invite friends that are interested in your business and fit your target demographic. The more closely aligned your friends are to your audience, the more likely they will engage and interact with your content. Their social activity will pop up in their friends’ feeds, so this is a great way to naturally gain exposure and grow your organic reach. Top tip: As your friends interact with your content, it will appear in the feeds of their followers. If someone new engages with your post, respond and invite them to follow you!

Some useful expressions A follower A term used to describe someone who chooses to receive updates from your business on social media. Someone becomes a follower when they take specific action to do so, i.e. by “liking” your Page on Facebook, by “following” your business on Instagram, or by “subscribing” to your channel on YouTube. Organic reach This refers to the number of people you can reach for free using social networks like Facebook, Twitter, YouTube and Instagram by publishing posts, encouraging people to share your posts and engaging in conversations. Paid reach This refers to the number of people you can reach as a result of using paid-for advertising on social media.