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News: Right People: How to Choose Your Audience

Align your audience with your mission

Your optimal audience depends on your goals for your Facebook Page. If you haven’t defined objectives for your Page, you can find help on socialgood.fb.com. After you’ve decided how you want to use your Page to support your mission, then you can determine the type of person who will likely help you in that effort.

You can ask yourself the following questions to help determine your audience:

  • Who currently supports your mission and why?
  • Who can relate to the issue you’re addressing?
  • Who do you need to influence to achieve your mission?
  • Who is affected by the problem you’re solving for?
  • Who would benefit from your programs or services?
Outline audience characteristics

List the characteristics of the people you have described in the questions above. Examples of characteristics are: age, gender, location, language, religion, education level, marital status, family size, interests and behaviors.

TIP: For some organizations, it will make sense to have a posting strategy that addresses multiple audiences. If you work in various regions or have a wide scope of programs, you can create different posts for each audience and test your messaging to discover what type of people respond.

Gut-check the audience you’ve identified

Once you’ve identified the characteristics of the people you think will be best to direct your messages to, consider the practicalities of engaging that audience.

  • Is the description of your audience too broad? Are there too many people who fit your criteria?
  • Is your description too narrow? Are there enough people who fit this description?
  • Does this group have the time, skills or funds to support your objectives in the way that you need?
  • Can you gain access to this group of people? How?

TIP: Use the Audience Insights tool to learn more about your audience, including aggregate information about geography, demographics, purchase behavior and more.