It took 38 years before 50 million gained access to radios. It took television 13 years to earn an audience of that size, Facebook 3 and half years, Instagram a year and half, while Angry Birds only took just 35 days.
This statistics are altering the marketing landscape. Traditional marketing is slowly losing its relevance and reach. Social Media is cannibalizing and stealing the audience from traditional media.
The writing is on the wall for traditional marketers. The message is adapt or die.
For a long time social media was seen as a fad something that would pass with time. Mention social media to executives they would fidget and squirm in their chairs and look for an opportunity to switch the subject to ‘real’ marketing initiatives like advertising.
‘Times a changing’ as Bob Dylan famously sang. People now expect brands and organizations to have a social media presence and run exciting campaigns that they enjoy.
So how do you create a social media campaign that people will love?
#1 Plan your Social Media Campaign
Many businesses reason they should be on social media but have no idea what they hope to achieve. Most businesses post interesting updates on Facebook and schedule regular tweets with no end in mind. These are great initiatives but can be ineffective without a clear goal or a theme of promotion.
As you post to Facebook or social media platform of your choice you need a clear idea of what exactly you hope to really accomplish. Do you want to increase traffic to your website or to increase number of prospects?
This will help you determine what kind of actions to take and as well what kind of content to produce, otherwise you run the risk of wasting time and resources.
#2 Assemble a capable team
Businesses generally give social media duties to the younger generation thinking that there are naturals at managing social media. The problem with this thinking is that running a social media campaign requires some skill and then some. It’s not enough that someone knows their way around the social networks, they need executable knowledge.
Social Media involves quite a number of tasks and activities. You need to create content such as custom images, videos, blog articles and more. Successfully pulling this off sometimes requires having different individuals with different skill sets that complement one another.
Choose an appropriate channel
Selecting the latest social media platform, for instance Snapchat, because it is the shiny new toy will not cut it. The type of platform you choose to execute your campaign should be a natural fit with your organization. It should be where your audience is found.
There is no point being on Instagram when none of your followers use the platform. Cross platform promotion is important however, there is need to ensure that you tailor your message observing the etiquette and norms of the channel.
Get organized with an editorial calendar
Jay Baer famously said social media is the Fire and Content is the Gasoline. Content is key to a successful social media campaign. It takes various forms like videos, images, links, text, infographics and more.
Keeping track of content can be tricky.
That is why I recommend keeping and maintaining an Editorial Calendar. Such a tool will assist you to get and keep organized.
Choose the right voice
When decide to get on social media, you need to decide on the personality your brand adopts on the platform. Often this means choosing the right voice. First, you have to decide on the character. The character you choose depends on the type of industry you operate in. A business in insurance or health should have a professional character whilst a food and beverages company can decide to have playful one.
Consequently the tone needs to match the character. A playful character goes well with maybe a personal tone. The brand with such a character should then use a fun language with a purpose to delight or even entertain.
Over to you
Designing awesome social media campaigns can be plain fun.
It allows you to get your creative juices flowing. Indeed, there is no one way of creating a campaign and as such I look forward to reading your thoughts and stories on the social media campaigns you have carried out in the comments section and on any of the social media networks. If you enjoyed this post, please take time to share with your friends and loved ones.
Tinashe Nyaruwanga is a digital disrupter and story teller at www.TinasheNyaruwanga.com where he talks of all things digital.