Social media is important for business for so many reasons. Just to name a few, you can see your target market and what they’re doing, you can respond to problems immediately, it can generate leads and sales, and it keeps you up with competition.
Running a social media campaign can be key to reaching your next business goals or to growing and expanding your business. But it’s not always the easiest task to pull off. There are a lot of campaigns that have failed because there was no social media strategy or campaign plan. A lot of elements go into a social media campaign.
Here are the necessities of running a social media campaign:
- Recruit a team. Before even thinking about planning and creating a social media campaign, you need a team. This is not a one-person job. You will need to recruit people who attain specific and required skills, such as writing, editing, communicating, graphic design and photo editing, tech knowledge, and timeliness.
- Create clear goals and objectives. Make sure you have short-term and long-term goals that are measurable and attainable. Find goals that will benefit your brand. Do you want to change your image? Increase brand awareness? Bring traffic to your website? Grow brand loyalty? Whatever your goals are, make sure they are clear to you and your entire team.
- Figure out the components you need. What are the best ways to make your goals happen? Look at your past and recent measurements of your social media efforts. What worked? What didn’t? Here are some examples of campaign components you might need:
- Paid ads
- Promo swag – shirts, hats, cards, etc.
- Social media networks – Where is your audience? Which social media platform should you use to reach your target? It might be more than one.
- Type of content – photos, videos, polls, fun facts, etc.
- Make a calendar that is reliable. Create a schedule that you can consistently refer back to. When are you going to publish posts on Facebook, Twitter, your blog, etc.? Timing is important. What do you want people to get from it and what do you want them to do with what you’re putting in front of them?
- Launch date and time
- Posting schedule
- Be timely. Keep the buzz around your business going.
- Have key metrics. How are you going to measure the success of your campaign? Find a numeric way to measure the results throughout the campaign. How many visitors are you getting on your site? How many leads are being generated? How many social media shares, comments, mentions, etc. is your business getting?
- Have a company tone/voice that you use across all platforms. Keep your brand consistent across all platforms of promotion. Get together with your team and discuss and agree on your business:
- Assign team members to tasks. Who’s going to do what?
- Partner up. If you find another company that people know to team up with you and to help push your social media campaign, you can gain a larger audience. They are influencers. They can help you spread the news of the campaign and make it viral.
- After launch: Monitor and engage with your audience! Remain timely and consistent.
- After campaign: Push leads, gather all metrics, reflect on your campaign and communicate it with the team. What can you do to improve next time and what should you do the same?
A social media campaign is more than just a hashtag, Facebook post, or tweet. It can be complicated and requires strategically planning and communicating. If done right, you can come out with a successful campaign like Coca-Cola’s #ShareACoke campaign and reach your business goals and objectives!