The foundation of any successful marketing venture resides in your ability to reach the right audience at the right time. Having a comprehensive understanding of who your customers are eliminates peripheral, resource-heavy marketing initiatives that aren’t being targeted to the right demographic.

1. BUILDING AUDIENCE PERSONAS
WITH SOCIAL MEDIA DATA
Katana’s Quick Tips

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What is an Audience Persona?
An audience persona is the synopsis of your
research and observaEons based on users who
conveyed similar behaviors, interests and
interacEons. IdenEfied users are then disElled into
audience buckets based on similariEes, which are
then used to opEmize business decisions and
markeEng iniEaEves.

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How do you Build Audience Personas?
✓ Research
✓ Online Surveys
✓ Phone Interviews
✓ AudiEng Google AnalyEcs
✓ Focus Groups
✓ Social Media
Social media is another advantageous data collector that
provides marketers with important insights that expose how
audience segments interact and progress down the funnel.
Unlike other data collecEon methods, marketers can glean
more granular informaEon on a user by tapping into an
individual’s engagement and finite interests.

4. Facebook’s Audience Insights is an analyEcs plaRorm that
informs marketers about the kind of traffic your page is
aTracEng, who has clicked on your Facebook ads (informaEon
such as gender, age, locaEon and language), how users are
interacEng (such as likes, comments or clicks) with your posts
and lastly, who has been served your ads or posts.
Facebook’s Audience Insights is especially valuable in
understanding how users are interacEng with your posts, and
can help discern what content/ads work and don’t work. Just
using Facebook analyEcs alone, marketers can build audience
personas based on a user’s age, gender and geolocaEon. To
further understand the impact your brand has on specific
demographics, Facebook allows marketers to take advantage of
polling apps – on-page installs that grant the user freedom to
choose a response to your inquiry.
Facebook Insights
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5. Twi=er Analy>cs
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Twi=er Analy?cs is TwiTer’s naEve plaRorm that offers informaEon and data on how promoted and normal tweets
are performing, showcasing and tracking Tweet impressions, retweets, favorites, replies, etc.
•On the TwiTer AnalyEcs dashboard under the ‘Followers’ tab, a detailed breakdown of your following is housed. Like Facebook’s
Audience Insights, TwiTer AnalyEcs conveys gender, wriTen language and geolocaEon. Upon audiEng and comparing the data from
both Facebook and TwiTer, your brand can determine which content is resonaEng with each demographic and strategically adjust
your content accordingly.
•Furthermore, TwiTer contextually idenEfies the primary interests of your audience, illuminaEng the intersecEon of interests between
your followers and your brand. Like Google AnalyEcs, TwiTer AnalyEcs exposes Device Categories, which can help your brand
determine the importance of a mobile-friendly website (especially for e-commerce brands).
•Another useful TwiTer AnalyEcs feature is the ability to see your organic audience – those users who don’t acEvely follow your
brand’s account but have been exposed to your Tweets on their newsfeed. Your organic and exisEng audience may share similar
interests, but probing addiEonal interests of your organic audience can lead to more social growth.

6. LinkedIn Groups
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LinkedIn has 433 million users (as of September 2016), with nearly 40%
of those users checking the networking plaRorm each day. While these
numbers are sizable, brands should be more concerned with the one in
three global professionals with a LinkedIn account, with 49 percent of
key decision makers leveraging their LinkedIn for business decisions.
LinkedIn’s professional groups are beneficial for expanding upon the data
collected from the aforemenEoned social media sites, and conduct
supplemental audience persona research. Assuming that a marketer has
perused through Facebook’s Audience Insights and TwiTer AnalyEcs, they
are confident in the overarching industry/interests of their specific target.
Taking this informaEon to LinkedIn, marketers can then cross-reference
this data with informaEon found on industry-specific LinkedIn
professional group. By cross-referencing social media data cross-plaRorm,
marketers can isolate trending topics or insights within this specialized
community and determine which type of content that audience has a
higher propensity to share.

7. Key Takeaways of the Building Audience Personas
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Google AnalyEcs (GA) should already be implemented in your
tracking and audiEng strategy, but GA offers auxiliary
informaEon that explains the route users took to land on your
social media sites and describes user browsing behavior.

8. KATANA’S QUICK TIPS
Contact:
letstalk@katana.media
225 Broadway Suite 430, San Diego, CA 92101