Social Media Campaign
You may be using social media for your business, but have you ever tried to run a social media campaign? You don’t necessarily need to be a big business with lots of followers to run a successful campaign, but there are some key elements to consider or plan for if you are going to try one.
But first, what exactly is a social media campaign?
A social media campaign is a series of activities deployed in a set period of time executed on one or more social media platform with a unified, overarching message. A typical social media campaign does not have only one message repeated multiple times. A campaign tends to have multiple messages that ladder up to the same overarching message or theme. The idea is to reach as many people as possible by making interesting (and often funny) content that people will want to share.
Social media metrics drive the best social media campaigns. Here are a number of metrics and key elements to create a great campaign.
- Determine your target audience
- Determine what your goal is
- Define how you will measure your goal
- Create a message with your target audience and your goal in mind (what do you want to say and how do you want people to respond to your message?)
- Determine the channels and the frequency you plan to post
- Measure and adjust accordingly throughout the campaign
- Write a post-campaign wrap report
Determine your target audience
Once you understand who you want to talk to, you can figure out where those people are on social media. This will help you to determine which sites and how many of them you want to target.
Determining your target audience will also help you craft your message. The wrong message could end up being damaging to your company, so knowing your audience is key.
Determine what your goal is
Now that you know who you are going to talk to you need to determine what you want to achieve with your campaign. You can’t determine if your campaign is successful if you don’t create a target to achieve.
Define how you will measure your goal
Your goal could be more followers, click through rates, or reach a certain number of people. Whatever the goal may be, you need a baseline and a way to measure the increases you see.
Create a message with your target audience and your goal in mind
Your message needs to hit the right tone to engage your target audience. Funny is often the way that companies go, but if funny doesn’t drive the desired action, it may not help you hit your goal. So, design your message to reach both your audience and your objectives.
Determine the channels and the frequency you plan to post
You may think Facebook is the biggest social media site, so just post there, but it may make more sense for you to get more targeted. For example, if you sell products related to weddings, you may want to look at sites that are solely focused on brides to be.
Measure and adjust accordingly throughout the campaign
You don’t need to wait until the campaign is over! Use social media analytics to your advantage to track your marketing efforts throughout your campaign. This will allow you to course-correct if needed.
Write a post-campaign wrap report
Go back to those social media analytics once your campaign is done. You can learn what went right and what went wrong and improve for the next campaign.
To get a bit of inspiration, here are some of the what the internet says are the best social media campaign.
Do you have a favourite social media campaign? Have you executed one and want to share it with us?