FORTE CULTURA - Social Media Concept EN

Social Media Concept for fortified heritage 12 Always pay attention to your overall strategy and coordinate the marketing activities of the differ- ent channels. Which marketing measure should be applied to whom? Is there synergy? Is there duplication that can lead to supersaturation and discontent among the target group? Manage! 3.3 T ARGET G ROUPS Target and target group definition are closely linked. Who to contact to achieve your marketing goals and what social media do they usually use? Define your target groups according to various criteria as accurately as possible, including: Age Gender Language Language style Profession Interests Location Education Income, etc. Then you find out in which social media channels your target audiences are mostly present on, you select the appropriate channels and to develop a platform strategy. Browse the full range of social media, often you can find exactly the target groups that you are looking for in specialized forums and blogs. The above graph shows that you can achieve very many users on Facebook in Germany. With the graphic below, you can see that the proportion of younger German Facebook users decreases significantly. The better you know the behaviour of your fans and user groups on the Internet, the lower the wastage of your marketing activities will be. Find out exactly where your target audience resides on the Internet and especially how they behave. Are they for example active members or occur more passive in social media. This way you can determine whether it makes sense to call for fan blogs, photo and video contests or not. For your platform strategy, you examine most users structures of your own social media plat- forms and compare these with the characteristics of your target groups. Just make sure that your content will be delivered accurately.