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Reaching your audience through social media

Today’s shift towards digital media has created challenges for retailers. In an attempt to help KCIABC and SMCKC teamed up to present a panel discussion on “reaching your audience” on September 15.

The panel was moderated by KMBC anchor Kris Ketz. He was joined by KCPT’s Angee Simmons, Greg Farmer of the Kansas City Star, KSHB anchor Christa Dubill, and talk radio Rob Carson.

Despite the panel’s journalism background the information presented was widely applicable. Farmer reminded the crowd that social media allows people to feel a part of something bigger than themselves. Retailers can harness this power by fostering that sense of community. Dubill had similar feelings.

“Find your niche,” Dubill said, “and serve the people who you would have been serving anyway.”

The platform really isn’t important. You know who your customers are and you can serve them the exact same way on digital as you can in print. The advantage of social is the connection you can make with your audience.

“Social media can take down a lot of walls,” Dubill said.

Sometimes in our efforts to make those connections and get likes or retweets we forget who we are dealing with.

“There are human beings behind those hits and clicks,” Farmer said.

It can be easy to get caught up making something go viral, but if we just create content that is useful to our audience then we will hit the numbers we want.

In all the take away is put the audience first. Remember they are people with unique needs. Social is just another tool to connect to customers and it isn’t a panacea.

Sean is a web specialist. He runs the email marketing program, helps in website design, manages social media accounts, and uploads weekly ads. In 2017, Sean started Grocer Podcast, a month show that intends to be another way to get information to retailers. Prior to joining AWG, Sean spent three years as a high school teacher. Sean is an avid cook, sports fan and Kansas Citian.