Everyone understands the importance of social now, but most can get even more out of it with a strategic social campaign. If you already have marketing efforts executed, a social campaign can be another effective component to complement them. Here are some basic steps to get you from your brilliant idea(s) all the way through a successful social media campaign.
Determine Your Goals
Just like doing social for social’s sake is a cardinal sin, so is starting a social campaign without a goal. No goal? Don’t bother. If you’re having trouble thinking of one, increasing engagement across your accounts is a simple place to start, and if you’re feeling more adventurous, you can set goals to increase conversions and revenue.
Define Your Story
Social is sharing. Humans have been telling stories since the beginning of time, and despite all the time that’s passed since we were in caves, storytelling to accurately transfer ideas is something we haven’t lost. What’s unique about your school? Its students? Traditions? All these can help craft a compelling idea and as always, wrap it up in a concise hashtag so you can track it.
— Jayna. (@maravillabate) November 15, 2015
Choose Your Channel
Just keeping you on your toes. No, of course you don’t have to choose one channel. Choose the platforms that make sense for the campaign. Are you trying to get real-time engagement? Try Twitter, Snapchat, and/or Periscope. Know where your audience is and meet them there. With this in mind, never be afraid to experiment and try fresh concepts on new platforms. People tend to find great content no matter where it is, and being innovative on a new platform can really pay off.
Implement, Monitor, Adjust
You’ve done all your research, and know what you want to accomplish. Now go out and do it. Keeping a content calendar can be helpful with execution. Once you’ve been implementing, it’s time to monitor how things are going. Not going as well as you might have hoped, or come across new relevant information? Don’t panic, try tweaking your tactics a bit to help right the ship.
At this point, everything should be tracked and it’s time to see how your results stack up against your goals. Even if it didn’t turn out as well as you’d hoped – chin up, champ. You executed a social campaign from start to finish. Blew past your goals? While you’re popping that bottle of champagne, consider making a post to shout out everyone who helped you achieve them. Not only is it a good gesture, but you could technically use the engagement to count towards the campaign numbers as well.