Reaching our Target Audiences on Social Media
It’s important to identify a target audience for each social media platform to help steer the direction of our brand voice. When we market to a highly specific target audience, we can develop messaging that truly resonates with them. This makes it easier to connect with them and earn their loyalty. If we share content that is irrelevant to our target audiences, they’ll be less likely to engage with that content, which not only hurts our engagement rate but also means our content is less likely to show up in their feeds in the future. We don’t need to totally ignore our other audiences that might not be our target audiences, but priority should be given to content that is aimed at our target audiences.
Platform | Audience | Goal | Types of Content to Post |
Prospective Undergrads | Get prospective students to apply and accept their offers |
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Current Undergrads | Retain students |
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Prospective and Current Grad Students and Faculty | Recruit and retain grad students and faculty |
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Advisers (other units at Penn State) | Make sure that the College of the Liberal Arts is at the forefront of advisers’ minds when they’re talking to prospective and current Penn State students |
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Alumni and Donors | Engage and strengthen the alumni donor base |
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Current Undergrads | Retain students |
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LinkedIn Alumni Group | Alumni and upper division students |
Engage and strengthen the alumni base
Facilitate networking opportunities
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Alumni and Donors |
Engage and strengthen the alumni donor base
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Penn State employees | Engage faculty and staff/strengthen the Liberal Arts community |
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Dean Lang’s Instagram | Current Undergrads | Retain students |
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Alumni and Donors (primarily younger alumni and volunteer leaders) | Engage and strengthen the alumni donor base |
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Dean Lang’s Twitter | Prospective and Current Faculty | Recruit and retain faculty |
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