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How do you track diversity in your audience?
I work in social media for a small company. We’ve been working to improve our EDI through various programmes and practices, including our social media strategy. I’m wondering if there is a way to track audience diversity for Facebook, Twitter, and/or Instagram audiences? Of course these platforms supply age and gender data but can we track if people that identify as Black, Indigenous, AAPI, etc., or LGBTQ+ are following and engaging with our content?
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1 Reply
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I do zip code to census data. In major metros some zip codes are great kpi indicators of wealth and race.
If your brand is large enough and you have the right product Social listening and community engagement can reveal patterns.
Part of the influencer plays are also baiting engagement from DEI influencers. Again you need a major metro area to see results.
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This is difficult. Zipcode/census data is okay. We also have had a few clients with DEI pages or DEI careers pages. Sometimes, we have tracked user sessions there and/or applicants through there, too. There are no guarantees on race or ethnicity or anything, obvi. Social listening is solid, too. Nothing is great.
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