Whatever the business-related goals of your strategy, you need to focus on the user-centered goal of bringing value to your audience through your social media presence. By empathizing with your audience you will build content that will make your brand more relatable and more trustworthy which will ultimately translate into brand awareness, website traffic, customer leads, revenue, brand engagement, loyalty, or success with any other goals you may have. Personas are good tools to help you start building a social media strategy with empathy.
