For some people, starting a social media campaign can seem daunting. For
others, though, it might not seem daunting enough, causing them to jump into the social media waters without any kind of plan. A social media campaign does not have to be rocket science, but it does need to be handled thoughtfully and with a clear strategy in mind. Below are some tips on how to start and implement a social media campaign for your business.
Step 1: Set Goals
We all know the adages about the importance of goals. And they're true; you do need to know exactly what you hope to accomplish before you can figure out the best way to accomplish it.
If done right, a social media campaign can accomplish many objectives, from improving your company's reputation to increasing search engine traffic and filling the sales pipeline. Set clear, measurable goals before moving on in the process.
Step 2: Determine Which Social Media Initiatives To Use
For most companies, "all of them" is probably not the best answer. Your social media efforts should be determined by your goals, your target market and your capacity to manage different programs.
Your social media campaign can include:
- Blogs. Blogging is most useful for improving SEO and establishing yourself as an expert in your field. It is also one social media platform that you have full control over; you don't have to worry about your blog redesigning itself or deciding to charge you in order to make your posts visible.
- Social networking sites. These can allow you to build online relationships with your customers, expand your reach, and serve as a sort of online broadcast channel for getting out news and announcements. Each network has its strengths. For example, Facebook still reaches the most people; Twitter gives you real-time feedback; and Pinterest is the most visual network for designers or retailers.
- Video. Online video allows you to showcase your company's personality. A good video can become quite viral.
- Contests or special promotions. These are short-term programs that can draw a lot of attention to your brand.
Step 3: Execution
Once you have a plan, you have to put that plan into action.
A key aspect of social media campaigns is determining who will be responsible for carrying them out. The time commitment required is sometimes underestimated, and promising campaigns wither on the vine because nobody is working to grow and maintain them.
That doesn't necessarily mean that you need a specialist, or that just one person has to manage it all. But you do need to clearly define who is responsible for doing what.
Step 4: Measuring Results
Finally, you won't know if you are reaching your social media goals if you do not track results.
Tracking results can be quite useful in refining your campaign and planning for the future. Social media allows you to do A/B testing to determine what is working, and what isn't worth your while.
But once you have put in all of the work of planning and implementing a social media campaign, don't waste those efforts by giving up or quitting the game too soon. Like all marketing, social media marketing is a long-term enterprise. So learn from any social media mistakes and build on successes, but realize that results can take time.
* Image courtesy of FreeDigitalPhotos.net
