Hello, today I will be talking to
you about the difference between online and offline target audiences. Throughout the semester I have been following
Southern New Hampshire University through various forms of social media. SNHU
is a brand that does a great job with social media, partially due to the fact
that they understand the difference between their online target audience and
offline target audience. Both online and offline target audiences are important
in developing a strong perceived image and awareness of your brand. In terms of
social media, which is made up of user generated content it is important to be
able to understand your audience.
This is where the Groundswell tool
comes in handy. This tool classifies consumers into seven overlapping levels of
social participation. This tool is extremely helpful in understanding your
audience and what types of social media will best reach them. For Southern New
Hampshire University the groundswell tool is as follows. SNHU’s main target
audience’s demographics are both males and females in the united states between
the ages of 18- 24. According to the Groundswell tool, SNHU’s target audience
mainly falls into the spectators and joiners classifications and has a very low
amount of innovators. SNHU does a very
good job of targeting their online audience and understanding where and what they
will be doing online.
Once you understand the Groundswell
tool in relation to your company you can start to understand and use COBRA
motivation. When developing a strategy and deciding on objectives, it is
essential to make sure to look at the motivations of your target audience. COBRA motivations are motivations to consume,
contribute and create content and are separated into low, middle, and high
engagement. Southern New Hampshire University also must have a good
understanding of the motivations of their online target audience because they
are very active and engaged on social media. Thanks for reading my blog today, hopefully you learned something interesting!
