The best audience research is social and that sucks for introverted extroverted marketers.

We can flip into social mode for brief periods. But a day full of customer interviews would be emotionally exhausting.

We need to engage socially in a professional capacity even if makes us feel awkward and uncomfortable. Individually and at scale. But there are ways to do it effectively on our terms.

Here are 3 social approaches that force us out of our comfort zone, but feel safe and still drive audience insights.

Passively engage with the communities of your audiences

You can find communities and participate passively.

That won't always lead to the insights that you're specifically looking for.

• Engage with community members selectively.

• Not at community members.

• Build your momentum and comfort.

• Watch first, then gracefully join in the conversation.

Consume the media of your audiences

As you build your foundational knowledge of your audience, read, watch, and listen to the content that interests your communities.

• Read blog articles

• Watch YouTube videos from brands

• Listen to podcasts

• Go to conferences

Not only will you start to understand what's important to your audience, but it will also deliver a point of connection for a deeper conversation with confidence.

Rip off the bandaid with new channels

We all have our comfort bubbles.

Whether you participate in social media platforms or in-person organizations, not all of your audience congregates in one place.

The first time is always scary, but remember, you can leave at any time:

• New channels feel foreign, but most communities and groups are inviting. Put yourself out there. Be kind.

• Familiarize yourself with new technology. Overcome the fear of getting started. It won't bite. From there, it gets easier.

• In-person organizations always have that one person that gives off an inviting vibe. Say hi.

When you get overwhelmed, leave and go home. Next time it will be easier.

Extroverted introverts are misunderstood, but you can do this.

If we give off extroverted vibes, people assume that being social is easy.

We know that it still takes effort to put ourselves out there digitally and in person. If you're a marketer that needs to engage socially to perform audience research, ease yourself into it.

Turn it on, but have your exit strategy.