“We want a Facebook page.”
“We want a blog.”
“We need a Twitter strategy.”
These are the demands people make to me everyday.
But the first question I posed back to them is: “Who are you targeting on that channel?”
Often, people see their competitors or someone elese doing a great job on a particular channel and they want the same thing for themselves.
Know your target audience. Then choose your channel.
But they have not made the first analysis of where their target audience is. Imagine you spend 30,000 euros on a 3-months campaign on Instagram only to discover your target group is not there. Not only is it a waste of resources and effort, it is telling others what a lousy communicator (whether it’s marketing, public relations or public affairs) your organisation is.
The golden rule is: Do your homework to find out who your target audience is, which platform they are on, and how they interact with one another.
Do not choose your channel before you know all of that.
Eureka Moments are not so much moments of sudden realisation or enlightenment like Archimedes. They are moments while I am in my commute when I get to reflect on things that someone mentioned to me, things that I am confronted with, things that I or others have sought a solution for. They are more ‘oh I get it’ rather than ‘I have discovered it’.