Identifying & building your audience for Social MEdia

Which audience? You must define clearly the target audience you want to reach through social media — e.g. researchers, entrepreneurs, policymakers, young people.

This determines the message you want to convey, and how. You need to adapt your message to the audience: think of what information your intended reader could be looking for and aim to give them that information, customising the language and content instead of posting just for the sake of it. This makes it more likely that people will read and retweet your content, expanding your audience

Building a social media community that shares the same interests and is involved in similar projects is crucial for boosting the visibility of your content and increasing the number of people who read your posts. You can do this by:  retweeting  replying to others’ tweets  quote-tweeting information about your project, starting an online discussion, e.g. by asking questions. Connecting with other Horizon 2020 beneficiaries Projects under the same call often share goals and are aimed at similar audiences. By connecting and clustering with likeminded beneficiaries — for example, by following their account, retweeting or replying to their posts or tagging them — you can attract each other’s followers and fans, enlarging your community of interested individuals and organisations. Follow the European Commission social media channels We also generally encourage beneficiaries to play an active role in Horizon 2020 communication and dissemination campaigns launched by the European Commission.

Align all your communication channels To avoid confusing your audience, and improve access to your content, and interconnections based on it — be consistent in linking together all your social media project accounts and the project website, also by naming them consistently.  To improve your search engine ranking, create a connection between your social media and your project website, e.g. by posting ‘live’ tweets and Facebook posts on the project website.  Make sure all your offline information on your project (leaflets, flyers, publications, etc.) includes prominent reference to all the online sources.