Monday, 09 May 2011 23:35

Social media campaigns are increasingly being considered as part of the mix in direct marketing, alongside postal and email marketing. Regardless of the delivery medium, the key to any successful campaign is an intelligent and creative concept with a solid foundation. Whilst there are many aspects in which social media campaigns differ from other media, some traits are true of all.

Content is king

Great ideas presented through considered and well-written copy are paramount. Keep content short and concise remembering audiences read social and online media in a different way to print.

Brands matter

Social media campaigns can integrate a variety of visual and verbal media. When it comes to the visual, the essence of visual branding remains true; be consistent with all elements of your identity but be prepared for them to flex to work within a given media.

Lights, camera, action

Whilst social media marketing is about an ongoing dialogue, calls to action need to still be employed to trigger a deeper engagement with the business. Papers, videos, webinars, free consultancy can all be offered as bait to turn a suspect into a prospect.

Integration, Integration, Integration

The most overused term in marketing but true! Integrate other forms of marketing with your social media. If the business is running or attending an event, add to the blog you are participating in. Make sure your YouTube upload containing that fantastic presentation from the conference is being promoted on your company page on LinkedIn.

Don’t be fooled

A new media’s arrival is much hyped and fantastic (and fantastical) claims are made. Social media marketing will not replace the other forms of marketing it will simply become another channel. A channel that will only gain traction with some of your audiences.

What’s different?

There are some aspects of Social media marketing that are different. It’s always on so needs to be constantly maintained. It also needs to be human. So, if you’re short on resources think carefully before taking part. Be prepared to deal with public criticism. This is a media that you do not have 100% control of.

 

Last Updated on Thursday, 23 June 2011 23:38