How to start a social media campaign?

For several years now, the internet has been the main source of information for consumers. The web is full of advice, feedback, comments, criticisms, questions and answers and it is impossible for companies to ignore new consumer behavior. From a business perspective, the problem can be summarized in a few questions …

  • How can we engage in social media?
  • How can we benefit from it?
  • How can we generate discussions around your brand or products?

It is not enough to throw yourself on Facebook and Twitter without thinking about what to do, perhaps imagining that miracles can also be obtained.

Social media are only tools at the service of the communication strategy. A possible “Social Media” strategy must be integrated into a communication plan, including “classic” marketing efforts. It is also important to remember that the return on investment of social media will be long term.

There are three basic steps start a social media campaign …

1- Objectives

Establishing objectives is the first thing to do because it measures the effectiveness of the operation and that defines the consistency of the action.

Goals can be different and give rise to different action plans. The creation of a community, the knowledge of the brand, the approach to customers, the understanding of the intentions of consumers. It is also important to underline that, even if all the companies have as main objective to sell more, the sales are a consequence of the actions that are taken.

2- Action plan

The action plan derives from the objectives. It would be appropriate to answer a series of questions …

  • Where are my customers on the Internet? What social media should I use?
  • What is the editorial policy that I establish in every web space of mine?
  • What topics do I want to publish?
  • What speech should I adopt?
  • What information do my customers expect?
  • What relationships should I have with my customers?

Deciding where and how to be present is essential. If you offer services for professionals, the presence on LinkedIn is good. Social networks are becoming more and more specialized and one must have a look beyond Facebook, Twitter and YouTube. Or that it determines how to use the various languages in the appropriate context.

Clearly identify the areas and create the accounts, it is essential to connect them and give order to get fit.

The most important thing is the definition of editorial lines. It is important to define a topic, a theme, a language, to define an identity in the various spaces.

  • If I have a corporate blog, what do I put on the corporate blog?
  • If I manage a Facebook page, what do I put on the Facebook page?
  • What are the topics for managing a Twitter account?

Each space has its editorial line. The definition of these lines directs and qualifies the community and maintains interest and therefore increases their power and interest in participating. It is never stressed enough that numbers are not the force on social media.

3 – Animate the community

The quality of the contents is more important than their volume. Customers are interested in what brings them something and adds value. However, attention must be paid to frequency: if your spaces are long empty and not updated, you damage yourself. At least one regular post a week on the blog, at least a couple of weekly publications on Facebook, at least a couple of Tweets a day …

Take into account that at the beginning, you speak in a vacuum, but you have to overcome this phase looking for your area of interest, involving other people, using ingenuity without being intrusive.

Your actions can be …

  • Proactive – are company publications, news, press releases, and new product presentations.
  • Responsive – are the answers to customers, to what customers think and say about you ..

Do you think that running a community is a profession, with all the pitfalls, techniques, skills and knowledge it entails?

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