You would begin by defining the specific socio-demographic and behavioral characteristics of your target audience—identifying a target persona essentially. You could do this by surveying your customers or using an audience insights tool to learn more about your existing customer base or visitors to your website, for example. You could then create a target or buyer persona based on the unique characteristics of your target group and then specify the different aspects—interests, behaviors, and household composition, for example—of your target audience on the social media platform of your choice.