Simplified Social Media Campaign Strategies.
A strategy is important. For something with a clear goal, winging it will not serve any reasonable purpose. The internet is rife with credible information about social media strategies that would set one on the path to creating a system that works.[i]
In Adam Wasserman’s 4 Steps to a Successful Social Media Campaign, his third point, “Execute a Plan”, brings us to these outlined and simplified methods.[ii]
For social media campaigns, I’ve observed two striking strategies that would ensure its success. They are:
1. Building Organically with Time
2. Building Organically with Money.
Building Organically with Time:
This would require certain keys like patience, consistent targeted content, money/extrinsic motivator to spark interest and influx of new followers, a strategic social media manager, etc. The above-mentioned keys are essential in creating a solid social media platform for any activity if one has the time. It revolves around the understanding that every organisation owned social media platform is built for the purpose of creating awareness for their products and services and to reach their target audience in each of the social communities. The social communities include Twitter, Facebook, Instagram, etc. Once this understanding is established, it gives wiggle room for other means to solidify trust from the assurance consistent content written for a reasonable period creates in the minds of interested followers or users. It eradicates the need for suspicions from having a novel concept, product, or service introduced within a short time with the expectation of immediate patronage. When we advise people to carry out due diligence, the more information they can amass will not have them battling to come up with reasons for the void. This will distinctly affect the level of trust they would have and fuel skepticism. There have to be digital or physical prints that would lead to building confidence the only way knowledge does. It will assuage the fear about testing the waters with this new venture.
The customer and content share the same class in order of importance. They are both kings. Complaints about aesthetically appealing graphics accompanying written content, errors in spelling and grammar, hashtag misuse, etc. abound. So, it is important to note that to impress a follower/potential client, every social media page for whatever the plan is, should have a good content writer and/or social media strategist. Utilizing free tools and quality engagement with followers in addition to all the mentioned keys will form the basic part of the strategist’s strategy. At intervals, there will be a need to also use paid services to optimize, due to their premium features that cannot be found in the free version. Resources like Canva, Facebook ads, etc. come to mind. Creativity is essential. With the advantage of time, there are opportunities to test through trial and error for foolproof working techniques. Here, the type of content that makes the most hit is leveraged. To reiterate, money is also needed, but it is in no way the major focus. This approach is time-consuming albeit incredibly necessary if one had the luxury of time.
Building Organically with Money:
With this approach comes the need for digital marketing, employing influencers, paying celebrities to use their platforms, etc. All these would require spending a considerable amount of money but the returns are twice as fast. It’s more money spent, quicker results, and greater publicity kind of situation. One will be doing what one would with building organically with time but on a larger and faster lane. Instead of one fisherman, going with more would ensure quicker and more harvest.
The choice would range within paying:
i. A digital/email marketer
ii. A popular celebrity
iii. An online influencer
iv. The mass media
v. Digitally automated advertising means like Facebook ads, Twitter ads, Instagram ads, etc.
These two strategies will interweave at some point but can be distinct depending on the expectations placed by the goals and objectives of the campaign in question.