Would you advertise a special edition Coach handbag to a room full of 45 year old men? Maybe you think it would be wise to advertise RV insurance to a gymnasium full of 15 year old girls? I sincerely hope you answer "no" to both of those questions.
As with all blogs in this series, we will start by clicking on the "See Insights" button on your Facebook page's admin panel. From there we will click the "People" button on the navigation bar found on the "Overview" page. If you need help finding these buttons check out my earlier blog HERE.
You should find yourself with a graph like this staring you in the face:
This graph gives you two very important metrics and compares them to Facebook's averages. The two metrics are your fan age and your fan sex. As you can see in the example above, this page has a female dominated fan base with only 19% of their fans being men. You can also see that this page has a relatively young demographic with over 72% of there fans being under 34 years old and less than 9% of their fans are over 44. A very noticeable 35% of this pages fans are females between the ages of 25 and 34.
Now let's compare this graph to another page's insights; can you see the differences?
The first thing you should notice is that the sex of the fan base is a bit more even, with 54% being women and 45% being men, a substantial change from the earlier example. The real contrast however, is in the age demographic. In this example 77% of the fans are over 35 years old with less than 6% being under 25 years old. This shows two very substantial shifts in audience demographics. How does your page compare?
As G.I. Joe used to say, "knowing is half the battle." Now that you know who your fan base is, what can you do with it? The first thing you should determine is how these demographics compare to your target demographic.
If your target demographic is substantially different than your fan base, you will want to take a look at your post content and make sure it is striking the right chord. You may even choose to use some demographically targeted ads and promoted posts (we will talk about these in a future blog) to help attract your desired client base.
If you are lucky enough that your fan base is in sync with your target demographic, you can fine tune your post content. Use a voice and content that is pertinent to your target demographic. Remember who you are talking to. Do you want posts referencing TMZ, or 60 minutes? You are going to get the most engagement when you connect with your fans, speak their language and give them what they want. Make sure you're not wearing a Nixon mask at a toddlers birthday party...because they just won't care. If your fans want Barney, give them Barney!
Wow...that was a tremendous amount of television references in one blog, even for me!