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One thing that many people usually do not think about is how they communicate to all of their different audiences. From Email subscribers, to Facebook Fans, to Twitter Followers, many people think it is appropriate to send everyone the same messages. But should you really be doing that?
ExactTarget’s “Subscribers, Fans and Followers” report brings some very interesting insight on how these 3 audiences compare and contrast with one another. For starters, the study indicated that many people who subscribe to an email list are also likely to be a fan and follower of that brand as well. Have a look at the graph below just to get an idea on just how much these three different communication mediums overlap with one another.
Granted, there are a very small percentage of people who will subscribe, follow and be a fan of a brand, but it looks like a decent amount of people are interested in using 2 of the three communication mediums to stay updated. Understanding this, it brings up the question “Should I be sending all my different audiences the same message”?
Aside from the obvious character limit that comes with Twitter, it may be a good idea to communicate with your audiences is a similar, but different manner. Obviously, when you send out a message to your audiences, it means you want to notify them about something. Keeping that in mind, while it’s important to send that same message to all of your different audiences, it should be done in a manner that is applicable to the target medium.
For example, when you are sending a message to your email subscribers, you will probably address them in the most formal of the three communication mediums presented in this study. On the other hand, since Facebook is focused on social, more casual communications, you will probably want to present that same message you sent to your email subscribers in a more casual manner.
In other words, while it is important to convey your message across all of your different audiences, it’s just as important to present it in a way which each unique audience will want to read. So even though it will end up being a little more work, targeting your content to all your audiences will more than likely increase the amount of people who read your content on these 3 different mediums.
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