Spreading a message to the masses is nothing new. From fliers on church doors spread by Martin Luther centuries ago has given rise to spreading messages via a handheld supercomputer. An effective social media campaign takes more than posting a few articles with the hope that someone pays attention to your content. Rather, successful campaigns move forward with a specific goal in mind. Here are some considerations when running your own goal oriented social media campaign:
With tens of thousands of social media campaigns to compete with, it can be daunting to get yours to stand apart from the rest. It is extremely important that your message isn’t bland. Social media users are exposed to so many campaigns that, unless you have content that speaks to them, they are likely to bounce from your page. To create a unique message:
- Pretend that you are the user. What motivates you to engage in one campaign over another?
- Be honest with yourself. Ask yourself, does my campaign have moxy?
- Find campaigns of similar candidates to find inspiration.
It is important to have a plan when running a social media campaign. Even pledging to post once a day is a good start. The key is consistency. Keeping organized means:
- Preparing social media posts in advance (Use a tool like Buffer to queue posts).
- Keeping to a strict timetable.
- Delegating tasks to your team (Use UpWork or Fiverr to find distributed workers to do the legwork).
Understand the Nuances of Digital Media
Digital media can be confusing to the uninitiated. Unlike traditional media that is based on a model of message sent to receiver without feedback; digital media allows the audience to share and respond. Users can write comments and share posts which allow campaigns to see the impact of the campaign for good or ill.
- Take the time to study articles on digital media at length.
- Find a mentor who can guide you.
- Don’t be afraid to try new things.
Run a Synergistic Campaign
Creating a superior social media campaign takes the best of digital media tools and combines them with traditional methods. Effective campaigns use multiple approaches to reach their audience. For example, consider posting articles with embedded videos to maximize the value of online based campaign work.
- Examine posts that combine multiple media to see what garners the most comments.
- Experiment to find the best approach for your campaign (Use a tool like Optimizely for A/B testing of your message).
- Take advantage of the free tools that make synergy possible (Tools HubSpot, Pardot, IFTT, and HootSuite can help automate your messaging).