In this day and age of the digital world, most brands run various social media campaigns. Keeping them different from one another is surely a task and not an easy one. However, even though they differ in approach, there are certain things that don’t change. All campaigns have a reason or purpose, are time-bound and should ideally, have a checklist. These campaigns can even be measured in terms of different metrics by different brands. For example, some might rate engagement higher while for others conversion might be the end goal.
Why a checklist for a campaign?
As a social media manager, we do numerous things at a time. Thus, to streamline and know the different stages of diverse campaigns, a checklist helps. However, the kind of checklist that we will be talking about today is distinctive as it will help marketers craft social media campaigns that get results.
#1. Timing is Important
Timing is Important. Being there at the right time, when your target consumer is receptive to the kind of communication you have requires thinking, analyzing and planning.
So, when is the perfect time to share content with your audience? The answer to that is, do test posting. This simply means, post different kinds of contents, at different hours and on different social platforms. Also, different platforms might have dissimilar active user time. This can be checked on Facebook via Facebook insights, on Twitter through the Tweet activity page and on Instagram with the help of the engagement analytics tool.
A good way to ensure that you reach your users at this right time is to post using social scheduling tools. These automating schedule tools not only make the life of the marketer easier but also ensure even distribution of content across the chosen social media accounts, with no chance of anything getting missed.
Of the many available some like- Sprout Social, an all-in-one platform has an easy-to-use interface with powerful features that schedules and posts across multiple networks. Another useful tool is Later, a third-party solution that is used to schedule Instagram content.
Here are the suggested best timings as per a study that was done by Hootsuite–
- Instagram from 12 p.m. to 1 p.m. Monday to Friday
- Facebook between 12 p.m. and 3 p.m. Monday, Wednesday, Thursday, and Friday and on the weekends from 12 p.m. to 1 p.m.
- Twitter from Monday to Friday, between 9 a.m. and 4 p.m.
#2. Cross-Promote Between Platforms
Now that you have somewhat understood the timings and new customers are interacting with your brand, it is important to continue the engagement with them. Therefore, take advantage of this opportunity and invite them to your other platforms. If they follow you on multiple platforms, through the same customers your brand can be introduced to a whole new audience base.
But keep in mind that cross-promoting differs from cross-posting. Cross-promoting is all about tailoring your messages for each platform that your brand may be present on. Though you can have the same post across different social channels, doing this will not add value to your customers. So, be selective and make sure that the same campaign posts should look transformed to match the platform and its audience. This is basically done by following the rules or features of the social media channel. For example, Twitter has a character limit of 280 so the post should be crisp and clear. Also, as a platform, Twitter is suited for frequent updates. Whereas Facebook has no such limitation but is considered for less frequent posts and a personal tone is preferred so adapt accordingly.
Therefore, to increase your reach cross-promote and attract more customers.
Take this Starbucks announcement on Facebook and Twitter for example:
#3. Create an Engagement Strategy
To make the most of the engagement, it is ideal to use different content formats like videos, photos, graphics, infographics, etc. that help make an impact.
But, even the best campaign can fall flat if you don’t engage with your customers. When a campaign is doing well, it becomes difficult to keep a track of all the comments, complaints, mentions, compliments, and even, a general discussion about your brand. Therefore, while making a strategy always include the timeline for responding to the relevant conversations. Make sure these responses are not automated and do not follow one response suits all.
These responses are one of the best ways to stay on your customer’s radar. A response makes them feel they are a part of the brand and this leads to loyalty. When a customer is happy, they become your advocates and spread positive reviews. They help in many ways, by writing good reviews, giving referrals, acting as references, increasing social shares and engagement with your content, and even creating content. So, monitor posts effectively.
Also, another aspect of these conversations is using it for social listening, a process that tracks key insights basis specific topics, keywords, brands, etc. to develop an engaging and relevant content strategy. Social listening helps to keep a track of the overall brand health by using historical data to know how people feel about your brand over time.
Therefore, streamline your engagement strategy and for your own growth, keep the conversations going.
#4. Get the audience involved
Getting the audience to take part in the social media campaign by creating hashtags works wonders for its success. Therefore, involve them by having an engaging as well as a popular hashtag that leads to conversations.
A straightforward and workable option is by publishing interesting and shareable content in the form of text, videos, graphics, etc. This will lead to engagement through likes, comments, and reactions.
Another good way to involve them is by asking fun questions or asking them to participate in polls. By this tactic, brands not only interact but also find out the interest of your customers. But keep it easy and quick.
Like discounts and contests, Instagram giveaways are also becoming popular. These limited-time promotions in which brands promise to give away a product or service to a lucky customer as per its criteria encourage social sharing of that specific post and even grow page following. Also, asking audiences to do an activity for a reason or a cause always work wonders. One of the most successful examples of this is the ALS Association’s #IceBucketChallenge campaign that did two things- raised awareness about ALS, and money for the ALS Association.
So, try to make them a part of the campaign during the planning process itself.
E.g.-Airbnb & @thebeautyspaofficial
Around the Oscars, Airbnb made the most of the marketing opportunity they had at hand. Despite Marriott Hotels being one of the sponsors of the ceremony and advertising, mentioning the Oscars or any of the nominated films was not an option, Airbnb found an alternative route.
They worked around the restrictions to create the social media campaign, #LiveInTheMovies where they asked its followers the name of the movie they would like to live in during that weekend. The reply had to include an Airbnb listing that matched the movie location. It even offered free stays for some.
The campaign generated more than 63 million impressions and 1.3 million video views that turned out to be more than what any other brands had achieved during the Oscars weekend.
#5. Build successful campaigns through effective CTAs
Once a social media campaign starts and has good engagement, it is easier to get carried away and miss the purpose or the goal. Having a call to action (CTA) is the backbone of any social media campaign. Your goal might be inviting more website visits, selling more products or services. CTA ensures continued engagement after even the campaign is finished. It is also an opportunity to convert a potential customer.
The placement of CTAs is crucial. It should be placed strategically to receive maximum attention and focus. It is also recommended having multiple CTAs on a page and even to have multiple pages that direct for some action. The more you have, the higher the chances of conversion. But, place them carefully so that it doesn’t confuse the customer.
For content, easy to understand action words and phrases and make it simple.
Call us today – This gives the audience a firm measurement of time and a sense of importance.
Buy now – This creates urgency and implies the offer may not last forever.
The above checklist will ensure that your social media campaigns are on track to get the desired results. So, get going.