Just as it’s important to outline why you’re using social media marketing, you also need to clarify who you’re trying to reach. This will help to determine which social channels will be most effective for your objectives.
For example, 72% of teenagers are on Instagram, whereas the majority of Twitter users are aged 18-29. Depending who your target demographic is, you might decide to prioritise a certain social network over another.
Clearly outline your audience demographic, and go into as much detail as possible: age, gender, location, hobbies, interests, challenges they face, where they hang out, what other brands they like – the lists can go on and on.
Determining these characteristics will ensure you use the best social networks to reach them, and also cater your content to best reach your objectives! See how it all links up?

Do some market research
Analysing your competitors’ social media marketing activity is an important and valuable part of your strategy. After all, their target audience is your target audience. Spend some time researching:
Which platforms they’re most active on
What kind of content they publish
How much average engagement they get
What hashtags they use
What tone of voice they use
What kind of conversations they have with their audience
What call to action they promote
The list goes on…
Taking the time to do this social media marketing analysis will put you in a good position to decide which platforms are best for your audience and objectives, as well as help you get to know your target demographics’ behaviour on social media.