“Kyla Roma said, ‘I create a group of five people who are my ideal clients and follow them on social media, look at their responses to my past emails, and I’ll look out for how they speak to and interact with others. I use that social information to help my client’s join the conversation in an authentic way.’ ”
You don’t have to spend a bunch of time or resources to create a virtual focus group. Just select a few customers, and observe their behavior on various social media channels. What are their interests outside of using your product? What do their friends like? This is a great way to learn more about your followers and engage them more authentically.