When you're promoting a new product or event, a social media campaign is a very effective way to get your message across. But not everyone has run a campaign of their own before. In this article from Hootsuite, they cover the necessary steps anyone putting together their first campaign needs to take. Check out the excerpt below and the full article, which you can find here.
Get a campaign builder
Before you launch any kind of social marketing campaign, you’re going to need a campaign builder. If you use a social media management platform, using a campaign builder is a very similar experience. There are a few different social marketing campaign platforms out there, and they each offer a unique campaign building experience.
Picking a campaign builder is easy once you know what your main goals are. If you’re interested in social marketing campaigning as a way to generate leads, look for a builder that offers multiple customizable form-fill campaigns like sweepstakes, polls, and quizzes. The more freedom you have to tailor the form, the more successful these campaigns will be. More specifically, they’ll be successful on your terms. Whether you want a more detailed portrait of your fanbase on social media, or to generate as many email addresses as possible for your database, this flexibility will pay off.
If you have a creative fanbase or a visually compelling product, you might want to explore the world of user-generated content (UGC) campaigns. This includes photo contests, video contests, and social galleries.
The best campaign builders for UGC should, at a minimum, allow you to:
- Curate your fanbase’s creativity via hashtag(s) or mentions
- Moderate, approve, ban, or download UGC
- Aggregate photos, videos, and/or Tweets onto a centralized page
- Create galleries where fans can vote, comment and share to encourage further engagement
One social marketing technique that campaigns can help you explore is social commerce. At its most basic form, social commerce is when companies populate a shoppable catalog with user-generated photos and videos of their products. It’s a great way to turn all that UGC into actual sales.
Beyond the campaigns themselves, there are other traits to look at when choosing your campaigns platform. How extensive is the built-in analytics platform, and how well does it integrate with Google Analytics? Is it easy to use? Do you like the design? How much support does the platform come with?
Once you’ve found a social marketing campaign platform you like, you can start to think about launching your first campaign.