JASON FALLS, THE DIGITAL STRATEGIST for the online retailer CaféPress, writes frequently about how companies can use social media to create relationships with customers. What does he say is the key to using social media for business? Knowing your audience. In a 2013 blog post, Falls wrote about some of the electronic services that can help companies figure out who their customers are so that they can better appeal to their interests. One of the services he discussed is DemographicsPro, which supplies information about your Twitter followers. Figure 4.1 shows part of the report that DemographicsPro supplied to Falls about his Twitter followers.
Organizations of all sorts, not just businesses, analyze their audiences. Government agencies that want to appeal to the general public—