One of the benefits of social media marketing is experiencing your message increasing exponentially past your initial audience. Your audience will be comprised of people with differing vocal aptitude. Comprising your audience are the silent majority, vocal minority, and social authority. Understanding the differences will help you target the message appropriately.

Silent Majority

The silent majority are great consumers of information. They will support your cause, but will do little to promote it themselves. As such, they will have little social influence of your message on their friends and family.

Vocal Minority

The vocal minority actively participates in the social media campaign. They will post vigorously, exerting more influence on their peers with their communication.

Social Authority

The social authority is comprised of people with the strongest influence on the message. They carry with them a large network of contacts, of which many contribute content in mainstream media.

Create a chart listing the silent majority, vocal minority, and social authority. Identify the places of activity for each group and where they are using social media. Spend time in each of these media outlets, and target your campaign to them. Keep your activity high in these areas, responding quickly to requests. The more active your social media campaign is, the more excitement it will generate for others to pick up the torch and promote your campaign. Always remember that it is your message and your brand that is being marketed. Corrections to your message should be addressed quickly and tactfully with the people that broadcast it so the message stays consistent.