Jul 21, 2016 / by Katie Gaab

In two years, audiences have created 90 percent of the world’s content. But are you ignoring what they’re saying?

Only 37 percent of communicators actively listen on social, which means the majority are missing major clues to understand their audiences and leverage the opportunites discovered therein.

While no team could possibly sift through 2.5 quintillion bytes of daily data on their own, there is a solution: media monitoring software. With monitoring, analytics and engagement at their fingertips, communicators can more easily access the data needed to better understand and target their audiences.

Wondering how to get started? Here are two ways to filter audiences’ social activity:



Audiences can be easily split up by age, sex, industry, geography and more. By segmenting according to these demographics, brands will be able to create more targeted and personalized campaigns.

For example, a brand involved in politics would want to look at the ratio of millennials compared to generation X and baby boomers. Why? Sixty-one percent of millennials turn to Facebook for political news, compared to 39 percent of baby boomers.

Demographics not only help decide what type of content resonates but where it should be distributed and what media outlets could help increase reach and impact on those target audiences. Utilize a media database to find and target the right influencers and journalists to extend your message even further. (Learn more about that here.)

What should you do next? Get the free white paper to learn how to filter the resulting data!


Often, communicators are too focused on how many people consumed their content. But how do those consumers feel about it? Do they even react?

A psychographic view can provide insights on the effectiveness of campaigns so you can identify where to improve content, social and PR strategies. Monitor shares, likes and comments left on your posts. Seek out influencers, competitors and journalists who are successfully creating impactful stories for inspiration on what to experiment with next.

Use these insights to test different content formats, messaging and platforms in tandem with the insights gathered from your audience’s demography to determine what works best and what still needs to be improved.


Images via Pixabay: 1, 2

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About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.