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Serena Ehrlich, Director, Social & Evolving Media at Business Wire, in conversation with Doug Simon at the PR News Social Media Summit, explains why social media messaging is more effective when creating specific content for niche audiences, as opposed to generic content for a general audience.
In Serena’s words: Why targeting specific audiences is more effective than general audiences:
- “You really have to become very, highly specific. It’s about concentric circles. It’s about creating content for very tiny, powerful audiences and letting those audiences take your content outward for you and introduce it to their audiences because content that is brand-created, but shared by a third party, is really the most influential content out there.”
- “It’s about really listening and knowing what your audience is interested in and what their paying points are. Knowing what your customers’ expectations are of your brand and creating content to help them meet their expectations in very specific, small circles is really how companies are winning.”
- “Move past your top-tier influencers and start looking at what we might consider second-tier influencers. They tend to actually have more impact on your brand. Understand what they’re sharing with their readers and what content excites those influencers, and giving them that content is what works really well.”