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By Janine Lloyd, Grey Hair Consulting Partner
Is your target audience using social media?
Time and again I hear people saying “you have to be in social media” or “if you are not embracing social media you will be left behind”. I admit to having said that myself in the early days of the social media craze. Now with more experience under my belt, with successes and a few failures in the digital world, I can safely say that if your target market is not using social media don’t bother.
Implementing a proper social media plan is time consuming, resource heavy and requires dedication, consistency and a lot of upfront thinking. However, it is critical that you do the upfront strategic thinking and analysis, because you will soon see where and why your market is using social media or where they are not. Rather be clear and certain that your target audiences are either on or not on social media – this way your strategy and plan is informed by analysis and not guess work.
So, how can you identify whether your target audiences/stakeholders are using social media?