How to build and maintain a successful social media campaign.

You may be thinking, what is a social media campaign? A social media campaign is an effort to assist or help reinforce with your business goals using social media. Simple, right? Well if you follow a few basic steps, then yes. I have broken down what many companies, including myself do to perform a successful social media campaign.

Set Goals and Objectives:

First of all, what are you planning on achieving with your social media campaign? If you launch your campaign without knowing what you want to achieve then how are you going to keep track of it? How are you going to know when things are going well or not so well? These goals and objectives are going to be the blueprint of your campaign so be as specific as you can.

A good starting point for creating goals and objectives is the S.M.A.R.T method. This basically breaks down each of your objectives into 5 steps:

 

S - Specific

M - Measurable

A - Attainable

R - Relevant

T - Time

Self Audit:

Once you have all your goals and objectives set out, take a look at your current social media strategy and ask yourself a few questions. What social platforms is your company using? What kind of content are you posting? Is there much engagement? How often do you post? When do you post?

I tend to create a spreadsheet with my current strategy and my new campaign, answering the questions above, as well as any other questions you feel are relevant to your new campaign. This can also help you realise what you’re already doing well, and how far you have come. Comparing your current strategy and your new campaign you should be answering a few questions. What needs changing in order for your new goals and objectives to be met? If it has been a while since your last strategy or even your first, then this is one of the hardest steps of your new campaign, remembering to do things a little different to what you're used to, to maintain your new goals and objectives.

Whilst auditing your companies social media platforms, this is a good time to have a look through and update / add any content that isn’t as relevant as it once was, any keywords, descriptions or pictures that are outdated.

Research:

Is your company posting on the wrong social media platforms? Posting the wrong content type? Maybe your posts are going out at the wrong time? Its sometimes tempting to get your company on every single social media platform, and yes this can work for you if you have all the time and money to maintain this, but if you don’t this can just waste valuable time and wear you out. Its better to post detailed, interesting content instead of hurried, boring content that is bulk posted. 

You should be asking yourself a few questions when doing your research. These can relate to your own company or even your competitors. If your new campaign is to get more interaction with your social media posts then you should be asking yourself, when are my followers most active? Why aren’t they interacting with my posts? Then you could take a look at one of your competitors social media platforms and see how they are doing it better? Are they asking their followers questions? Are they posting at a different time to you?

Create Quality Content:

When writing content, take your time, write some quality content. If you don’t have time to write the quality content then why? Are you on too many platforms? Does your content need to be updated on every social platform? If your content is good quality then getting engagement should be easier than when posting boring content. The structure of your content should be largely based on the research you have done on your audience, so tailor it to them.

You should also be taking advantage of each social platform. For example, Twitter only allows your 140 characters but utilises hashtags, Facebook utilises text, images and videos. Instagram and Pinterest utilises images and YouTube utilises Videos. A good way to keep track of all these differences and your post schedule is to use a Editorial Calendar. A blog post about this is coming very soon.

Continued Assessment:

Once you’ve finished your research, crafted your content and schedules your posts on the appropriate social platforms, you may be tempted to sit back and relax. Providing your research was all correct then this can work, but that's a big risk to take. Keep checking your goals and objectives, and ticking them off as you go. If things start to change then fix them before they become irreversible.

Do you have any other questions about Social Campaigns? Drop me an email at contact@lewissmith.co.uk and I would be happy to help!