Let's Start from the Beginning: Understanding Audiences

Chapter 3 teaches you what strategy is, why it is important and what it looks like in actuality. The chapter focuses on the importance of thorough research as the first (and most integral) stage of strategy development. It provides you with practical advice on what, where and how to research at the beginning of the social media strategy development process. A key focus of this chapter is the importance of audience research and the development of personas to understand the customer journey on social media.