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Any Social Media expert will tell you that the first step in creating an effective program is to know your audience. This is a no brainer, right? Of course you know your audience! (This is the point in the conversation when I often see an eye roll; I’ve also noticed some nodding off around the conference table.)

At the very minimum, most marketers have some demographic data on who the customer is. In many cases, marketers are armed with more than demographics. For example, a marketer may know that potential customers tend to be environmentally conscientious or travel extensively.

But is this enough information to develop a Social Media strategy? Not really. A good Social Media program is essentially a plan for developing relationships with customers and potential customers. You need more than a limited profile to know how to start building those relationships (just ask EHarmony).

Think of it this way: If you really want to make friends with a person, what do you need to know about that person? Age, gender, income, education and the fact that they like fast cars might be helpful, but if you want this person to like you, to talk to you, to be your friend, more information would be helpful. For example:

• Where does your Potential New Friend (PNF) like to hang out? What kinds of places does he/she avoid?
• What kinds of activities does PNF participate in? What does he/she not like to do?
• Is PNF shy? Or does he/she love to socialize and meet new people?
• What is PNF passionate about?
• What makes PNF really mad?
• Are there things you should avoid doing or saying when engaging with PNF?
• What are PNF’s friends like? What kind of people does he/she like to be around?
• How should you approach PNF?
• What does PNF need that he/she doesn’t already have? If you were going to bring a gift, what would it be?

Yes, it’s a lot of information to gather. The good news: It’s possible. By listening to consumers online and tracking their conversations, networks and activities, marketers can learn plenty.

At Serengeti, we create Social Media Strategies based on this sort of in-depth analysis. True, it is a significant undertaking. However, consider this: 50% of the Fortune 1000 companies who launch Social Media programs this year will fail (Gartner Group). Taking the time to understand the people you are trying to build a relationship with is simply common sense (or perhaps due diligence).

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