Facebook’s Custom Gender Option a Lesson in Understanding Your Audience


Image: TechCrunch

Image: TechCrunch

As a communicator, you have to know your audience and know them well. What are their likes and dislikes? What are their behaviors? How do they identify themselves? Get that information wrong, and you risk alienating a potential customer.

Facebook has responded to a segment of its own audience by creating over 50 additional gender options. The social media platform expanded its options because it wants its users “to feel comfortable being your true, authentic self.”

To the extent that gender or gender identity plays a role in your communications strategy, you may want to take note of what Facebook has done. When you are developing content for Facebook specifically, you may also want to brush up on the new gender options that are available. But the broader lesson here is not so much about whether you refer to yourself or someone else as transgender, cisgender or neither, but how well you know your audience.

Most brands do not have the audience that Facebook has, so it will probably not be necessary to drill down into 50 different subcategories of gender when communicating with customers. However, all effective messaging starts with developing quality content that caters to your audience’s needs. You must understand your customer and what’s important to them. Then demonstrate that in your communications. And watch your brand become a trusted resource.

Follow Richard Brownell: @RickBrownell


Tags: , , , , , | 2 Comments

avatar

About Richard Brownell

Richard Brownell is Group Content Manager at PR News. He has several years' experience in developing and producing online events. Richard is a published author with several titles for young audiences to his credit. He has also written political commentary for several popular websites and his stage plays have been produced in New York and other major cities.



Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.