When launching a social media campaign, voice and tone are really important. To know your voice, you first need to know your audience. This means identifying – and understanding – your target market. That means listing, segmenting and determining who will benefit from your product or service.
Who is your market demographically; age, gender, relationship status, income, occupation?
You also need to be able to describe your market psychographically; emotions & attitudes
At the end of the day, it is your target reader that will determine what and how you write and everything you write should be with that reader in mind.