Manzer Communications, a tech marketing and PR agency based in Austin, Texas, has given us an early look at its latest white paper, “How to run a successful social media campaign,” so that we can do a brief review for our readers.
These days there is no shortage of advice on how to use social media to help businesses and other organizations advance their branding and growth goals. What makes “How to run a successful social media campaign” unique is how complete the guidance is when it comes to planning for and running a campaign.
With specific examples and relevant statistics, the white paper outlines every step of the social media campaign process. To give you a glimpse of what can be found in this white paper, here is a brief overview of what we learned:
Plan Before Getting Started
From establishing your goals, defining a budget and identifying your target audience, Manzer Communications has made it clear that having an outlined plan before jumping right in will save time and resources and allow you to correctly measure the campaign’s effectiveness in the end. Before getting started with content creation it’s always wise to have a defined outline of everything you want the campaign to achieve. Gain consensus from your internal planning team on what the campaign objectives are – shares, comments, click-throughs, conversions, etc. – in order to have the key metrics set up and ready for measuring.
Know in advance which social media platform holds the most promise for campaign engagement based on its inherent user demographics and focus on those rather than dilute your campaign’s effectiveness by hitting all platforms. For instance, a bank wanting to reach out to young millennial prospects to establish their first checking account in college probably would not invest heavily in a LinkedIn campaign given that platform’s affinity for older, established professionals.
Don’t be Afraid of Multiple Platforms
After determining which social media platforms will receive the most engagement from your target audience, synchronize and execute the campaign across all of them. Your campaign might focus on a primary platform like Facebook or Twitter but don’t hesitate to implement it on up-and-coming channels to increase reach and engagement. Broadcasting your content in both organic and paid posts across platforms is an opportunity for crossover promotion and should be pursued, even bridging to ‘traditional’ advertising vehicles where appropriate (e.g., TV commercials tied to social media campaign, digital billboards featuring live streaming, etc.).
Use The Right Tools to Measure Results
As with any form of measuring, using the right tools will help determine the most accurate results. Most social media platforms provide ways to measure engagement and reach, but it’s advisable to use your own social analytics tool– there are plenty of them on the market today– in order to measure and report on the campaign in one convenient place. Measurable results are the main objective when launching a social media campaign and you need the right tools to arrive at your campaign’s effectiveness and ROI.
In short, we highly recommend reading “How to run a successful social media campaign” to get the whole story. Let us know what you think!