Ogni social media ha un target diverso, quindi prima di decidere quale canale scegliere, le aziende devono essere in grado di localizzare il loro cliente tipo. Gli strumenti principali per raggiungere il target giusto sono:
Geotargeting: This is targeting by country, region, city, metro area, postal or zip code.
Demographics: Some social networks allow for basic demographic targeting such as gender and age group, while others add options to zone in on users according to education level, relationship status, income and ethnic affinity.
Language: You can reach users who speak a specific language. Advertisers can also combine language with geotargeting to reach users speaking a specific language in a certain country. In terms of South Africa’s official languages (besides English), Facebook and Twitter allow you to target Afrikaans-speaking users.
Interests: Reach audiences based on the topics they are interested in. Some social media platforms offer hundreds of interests to choose from, so pick carefully.
Keywords: For networks like Twitter, keyword targeting means reaching users that tweet specific keywords, while platforms like Pinterest target according to the words people use in searches.
Your customer data: Social platforms like Twitter and Facebook allow advertisers to upload lists containing user data. Import lists from your CRM system or email database to reach specific people.
(Note that some targeting options are only available to certain countries.)
Prima di parlare di diversificazione del target sui canali social, è necessario individuare quali di questi canali vengono usati in entrambi i paesi.