It's an unwritten rule that understanding your audience is key to successful marketing. The same rule is true for social media. The best way to ensure you're talking to the right people is to create personas for the types of people you want to reach. 

A persona is a sketch or a rough outline of a key segment of your audience.
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The benefits of creating a persona for your content or network is that each post will have a particular user in mind - and it'll aim to meet their needs. 

Personas allow you to segment so that you’re only targeting relevant groups on social media. By tailoring content to a specific audience, you’re more likely to convert them, whether that’s getting them to sign a petition, make a donation or sign up for a fundraising challenge. Trying to speak to everyone in the same way is a recipe for failure - just think about your network of supporters as small groups rather than one big group.
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It is recommended that you make three to five personas to represent your audience; this number is big enough to cover the majority of your audience yet small enough to still carry the value of specificity.

Want to know how to get started creating a persona? We've got you covered here.