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Friday, November 1, 2013

How to Create A Successful Media Campaign

One of the most effective ways to target an audience is through social media. Whether for a product, an event, or an idea, utilizing this medium can lead to an engaged audience, which can then increase the number of followers and likes to the business’ social media pages. This can then turn your social media fans into loyal customers who can help influence future brand awareness for the company. But where do you start?

1.     Figure out what your goal is
While it is important to provide customers and followers with relevant information, establishing a goal can provide a clear pathway to how you will lead the campaign. Is it to gain more exposure for your brand? Is it to promote a new product or service? Define how your social media outreach will provide the most value to your customers.

2.     Determine which social media platform(s) you will use
Facebook and Twitter are the most obvious choices, but depending on what your goal is and who your audience is, you don’t need to utilize every single account you have. It may also be helpful to start the campaign on a blogging platform, where you will have more room to explain the campaign, and then link to your social media pages. This increases a company’s web presence, which can in turn increase your social media presence.

3.     Figure out who your target audience will be
This is especially key for small and medium-sized companies. By targeting to a smaller group (plus-size fashion bloggers, for example), companies can monitor keywords and phrases of the brand or idea and customize the content to that audience.

4.     Analyze how you will measure the campaign mentions names Mention, a program that lets users track mentions of their brand across Facebook, Twitter, RSS and the web, and Tagboard, which monitors hashtags on the above platforms as well as Instagram, Vine and Google+, as two software programs that monitor social media engagement. Google Analytics is also a fairly easy program to use for website traffic and SEO.

5.     Start with a contest or special offer
One of the easiest ways to gain new customers is to start with a special offer or discount. If a business is announcing a new product or service (for example, a free eyebrow wax for a new spa), consider announcing the contest on one platform and having a customer “like” the brand’s Facebook page or follow on Twitter in order to secure an entry. This not only drives traffic to your social media sites, but also engages fans and followers along the way.

6.     Vary the content on each social media page
The most important thing for a successful social media campaign is the content itself. Finding and sharing content with followers is an easy way to build interest in a brand or business. However, it is important to tailor the content based on the audience and the social media platform you use in order for them to understand the message you are going for. Be sure to stagger your posts consistently throughout the day, as your customers likely check their social media pages at different times of the day. 

7.     Analyze your content as a conversation
Social media allows clients and consumers to have a conversation. If customers provide a positive mention to a brand on social media, brand advocates should acknowledge this and build on the relationship. It lets customers know you are listening and value their business. Ask questions and encourage responders to reply with a specific hashtag to keep the conversation flowing and track the brand mentions. 

Let us know how you are using these channels to communicate with your brand audience. 
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