6 Tools to Help You Understand Your Social Media Audience

By Christine Ascher on April 3, 2018

Especially when recruiting college students and recent graduates, social media is a great tool to use. In order to make the most of it, you should know as much as you can about your audience. The more you know about your social media audience, the more you will be able to ensure that you post targeted, relevant information that will be interesting or helpful to your specific demographic.

In refining the information that you’re posting, you can, in turn, help your social media presence grow. In order to better understand your social media audience, consider checking out some of the following tools.

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1. Audience Insights

A good place to start if you want to learn about the demographics of your social media audience, which can include information such as the age, gender, and education level of those who visit your pages, is through your social media accounts themselves.

Where you can find this information will vary depending on the platform that you’re looking at; for instance, according to Alfred Lua, writer for the site Buffer, you can find out more about your Facebook audience through their “Audience Insights” feature, which will give you information about the age, gender, lifestyle, relationship status, education level, and job title of your audience. For Instagram, you can find similar information using “Instagram Insights.”

2. Page Likes

When using Facebook, you can also use the “Page Likes” section to see what kinds of pages your audience is interested in. By learning more about the other pages that your audience likes, you’ll be able to gain a better understanding of their typical interests.

In addition to helping you gain a better understanding of your social media audience, learning more about the pages that they visit can also help you get a better idea of your competition; chances are, the people who are visiting your Facebook page are visiting those for similar companies as well, so this information will help you to better understand and get to know the social media presence of your competitors.

3. Google Analytics

If you want to learn more about the traffic on your website, Google Analytics is a great tool. Once you sign up for it, you’ll be able to track how many people are visiting your site, and you’ll also get an idea of their demographics.

Google Analytics can also help you to get a sense of your audience’s likes and interests using data about their online purchasing activities. This is a great way to receive in-depth information about your audience, which can then be used to improve your website by targeting it more specifically to your online visitors.

4. TweetReach

If your company uses Twitter to reach out to potential job candidates, consider trying the service TweetReach for a free analytics report that will tell you how far your Tweets travel. This is a great way to find out what your audience tends to respond to and what they tend to be interested in, as you’ll be able to see how, if at all, people are responding to your posts.

Using this information, you’ll then be able to refine what you’re posting in accordance with what seems to be most relevant to your targeted audience.

5. Owlmetrics

Owlmetrics is a service that you can use for analytics concerning your company’s Instagram account. In addition to helping you learn more about your Instagram audience’s demographics, Owlmetrics will also let you know how much traffic you’re receiving on your Instagram page, and how your audience is growing.

Especially if you’re trying to build up your presence on Instagram, or if you’ve just started using it, this is a great resource. You’ll be able to track your growth while seeing what your audience is responding the most to through their likes, and you’ll be able to learn more about your new followers as they come.

6. Mention

If you want to get a better idea of how people are responding to your overall social media presence, Mention is a great tool. Through this service, you can keep track of what people are saying about your company online, and you’ll be able to keep an eye on your competitors as well.

With this information, you can get a better idea of what your targeted audience thinks of your social media presence and your company overall, and you’ll be able to adjust what you’re posting as needed. This is a great way to better understand and improve your online reputation, through understanding your audience.

Whether your company’s social media presence is relatively new, or if you’re just trying to continually improve it, the best way to make sure your accounts appeal to your audience is by learning more about them. Through these various tools, you can gain a better understanding of who is visiting your pages, what they’re interested in beyond your company, and what they tend to respond well to on your company’s pages. With this information, you’ll be able to create the perfect social media presence to attract new potential employees.

By Christine Ascher

Uloop Writer
Hi! I'm Christine and I'm currently a senior at the University of Southern California, where I study English Literature, Economics, and French.

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