How to Plan a Social Media Campaign
1. Assemble a team
A successful team consists of members who can take ownership and responsibility for carrying out day-to-day updates in addition to long-term campaign goals.
- Do: Include anyone who could benefit from a successful campaign and those with writing and photo editing skills and business-related social media experience.
- Don’t: Try to tackle a campaign completely on your own (if you can help it).
2. Plan your campaign
Ask and answer the following questions:
- Who is your audience?
- On which social platform(s) will you be most likely to reach your audience?
- What are your short-term goals?
- What are your long-term goals?
- How do your goals align with Advancement goals?
- What are your calls-to-action? (i.e. visit a website, take a survey, etc.)
- How will you determine success?
- What activities/responsibilities are needed by team members before, during, and after the campaign?
- Do you have a budget available to aid in your campaign?
3. Choose your social platform(s)
- Determine your target audience
- Review your social media accounts’ analytics to learn follower demographics. Pay close attention to the engaged followers — they’re the ones who are more in-tune with your content and respond with action.
- Pick the best platforms to reach your target audience based on follower demographics.
4. Use an editorial calendar to plan posts
- Use a shared digital spreadsheet or calendar (i.e. Google Calendar) to layout time and order of posts in your campaign.
- Use scheduling tools like HootSuite or Buffer to accomplish this, if available.
5. Determine a tone/voice appropriate for your campaign
- Within the overall tone of your brand, adjust your campaign posts’ voice to what your audience will engage with.
- Maintain professionalism even when being informal, fun, and friendly.
- Use emojis and hashtags to add content value and to be a part of larger conversations.
Source: Social Media Examiner, www.socialmediaexaminer.com/social-media-campaign-elements