Step 2: Identify the audience

Consider the following questions:

• Who is the organization trying to reach?
• Where can they be found on social media?

It is important to understand the audience, what platforms they are already using, and how your organization is currently connecting with them. Once the audience is known, information on where to target them on various platforms and how to allocate resources is needed.

There are two main types of audiences:

• Local: May include students and faculty from a local university, journalists, community members, program managers at local NGOs, or private groups such as clients or a community of practice.
• International: May include donors, cooperating agencies such as NGOs, Ministry offices and officials, policy makers, or a community of practice.

• Develop a list of various stakeholders, individuals, and groups that influence your organization and mission.
• Search for their social media accounts and follow, like, or subscribe. 

Once the audience is identified, the social media content should be tailored to different audience segments. It is important to remember that social media campaigns will attract other audiences who may not have considered beforehand.