Do you know who your target market is?
If someone came up to you at a networking event and asked you if you knew who your target market was, could you confidently answer them? Did you know that a lot of employees couldn't?
How do you market your brand and your product without actually knowing who you should be marketing too? One of the first things any marketer should do when preparing any campaign or promotion is to ask themselves, "who should this be targeted too?" If you can't answer that question relatively easily then you need to step back and refocus your efforts into defining who your most ideal customer would be. Without knowing this, you are going to be wasting a lot of time and therefore money advertising to individuals that may or may not be interested in your product and service.
This goes the same for ANY of your social media outreach. If you are not sure who you want to see your posts, how are you going to be writing them effectively? A post that you would write that is targeted to a senior executive would not have the same wording or tone if it was written for someone coming right out of university or college.
Want to know if your social media messaging is being targeted to the right people? You should consider signing up for a social media audit.