[Theory]: The Big Questions on Avatar Communications in Social Media

Laurel Papworth
A free video tutorial from Laurel Papworth
Forbes "Top 50 Social Media Influencer" University Lecturer
4.1 instructor rating • 5 courses • 6,219 students

Lecture description

In this lecture we address the “who” of the strategy: Who are you trying to communicate with? Why is Avatar persona marketing important? What is the difference between Demographics, Persona (Interests, Attitudes, Opinions) and Behavioural (non-Declarative)? Why your strategy needs to be the Magazine, not the Ad for the different groups. What is the Cost of Inaction, of not targetting your communications?

Learn more from the full course

Social Media Strategy: 9 Steps for Business and Government

WRITING & Implementing a SOCIAL MEDIA STRATEGY Marketing Public Relations & Comms Social Media Managers

03:14:11 of on-demand video • Updated October 2019

  • Write a social media strategy for Corporate or Government internal stakeholders or external clients
  • Implement the 9 steps of a social media strategy including Purpose, Voice, Key Influencer Relationships, Campaigns and more.
  • Identify and communicate what should and should not be included in a social media strategy for Corporate and Goverment
  • Use Corporate Government and Non Profit case studies and analysis of social media strategies, implementation and adaptation to inform your strategy and execution.
  • Write a Corporate or Government strategy around a pitch document (included in this course) that will test your new knowledge!
English Hello my name's Laura Papworth and in this lecture we're going to go through avatar psychographic targeted communications in social media which is quite a mouthful. But I need to explain What is Avatar targeted communications? I guess, why are they important? What is the impact if you don't do this type of targeted communication on social media? I'm going to go through really specifically the subsets of Avatar- based targeted communications, including Demographics, which is the obvious one I guess. Psychic graphics. That's all the opinions and that sort of stuff. And then lastly, behavioral and how Facebook and Twitter know the behavioral stuff as well. I want to talk about the impact of not doing it, of doing it poorly. Of doing it well, and the cost, I guess, of not even considering this is as part of your strategy. And as a public relations marketing communications professionals, how do you do targeted coms on social media?And whether that's internal stakeholder coms, like staff and executive Whatever. It could be franchisees where you're trying to talk to internal stakeholders but they're sort of half out the door as well. We'll be looking at vendors, maybe they're venue organizers that help you with your events or maybe it's advertising something like that B2B Your different kind of customers, 17 year olds versus is 65 year olds and so on. We'll be going through all the different groups and you can really see how demographics, psychic graphics, and behavioral works in social media. In the next lecture I'm going to show you case studies of how this impacts different organizations so you can see. Big Facebook pages and little Facebook pages and Twitter and Linked In, and get an understanding of why they have targeted coms to targeted tribes. Particularly if they've already done the first section which is purpose and value systems and how do they match those coms strategies with the different tribes and the different value systems and there's going to be homework. [LAUGH] I'm going to give you a sheet to fill in that's going to help you with your project and, again, you can either take on a project that I give you or you can use your own organization and fill in the psychic graphic avatar based information there. So I'll see you shortly.