This list is by no means complete. Its a summary of key considerations when creating and implementing a social media campaign within a wider marketing strategy.
Focus on people not tech
Technology is a hygiene factor, a ticket to the game everybody can buy. Connecting with people’s hearts and leaving them emotionally positively disposed to you is the only sustainable currency. It seems intuitive and very obvious but for most brands it remains elusive. Apple have repeatedly made a success of launching products that are people centric hence the sustainability of its success and its ever increasing share price and market valuation.
Build conversations, not campaigns
Campaigns have a finite timeline be it weeks, months and even days, but conversations linger. They push, prod and permeate your thoughts.
Content is an enabler
Content should not be the objective. Ultimately it’s a means to an end, it’s the firelighter sparking a call to action and hopefully the beginning of a lingering conversation.
Make a difference! Sometimes its tangible but most often its an intangible a feel good factor which over time is reinforced into a hallow effect for you and your brand.
Campaigns are perceived as communication in one direction whereas a conversation requires a speaker and a listener. Listening is inherently complicated, as missing messaging nuances can easily derail a positive experience. Listening requires patience, a willingness to understand and add value.
Spread the word
Positive reinforcement and remaining relevant requires action and persistency. Across multiple social media platforms this can easily be achieved without making the messaging redundant, stale or appearing repetitive. Get family and friends to share your content, remember sharing is caring.
Be prepared (Alert, Assess, Act)
Given the always on nature of social media engagement, remaining connected at all times is essential. Using an aggregator like Hootsuite allows for easy and timeous reviews of timelines without flipping through a number of web pages.
For a defined objective set up key metrics to measure the success of the engagement. Set benchmarks for specific milestones and never stop measuring. There is never too little data.
Tweaking and finessing interactions as they unfold is one of the key benefits of using social media platforms. Social media can be highly interactive or as dreary as a newspaper, the greater the investment in generating a positive conversation the greater the long-term engagement.
Be in it for the long-term (relationships take time to build)
Much like beneficial offline personal relationships which are developed over time through consistency of interactions, online relationships are no different. The same principles apply but are often forgotten given the perceived anonymity. Focus on remaining relevant.
Until next time, please send your comments and thoughts.