A social media strategy lacking the knowledge of how your ideal customers utilise social media is flawed.
Customer research provides information such as what social media platforms do they use, when customers use social media, how customers search for information, what messaging will evoke a reaction, etc. Collating multiple points of research and information identifies trends which inform customer personas.
Personas assist in determining customers motivations and indicates how to influence social media messages to evoke an emotional connection and reaction (such as purchase, book an appointment, subscribe, contact, etc.).