Social media campaign: tips to success
A good social media campaign own the power to interact, can be inspiring, and also boosting awareness of the brand (Digital Marketing Institute, 2018). The most important element that leads to a success for the social media campaign is creativity, which means that there are no stated requirements or guidelines of how to define creativity. For example, there is a campaign launched in social media by Mr Clean about cleaning products, they released teaser trailers focusing onto their Twitter and Facebook audiences. They received approximately 11,700 mentions across Instagram, Facebook and Twitter in one minute. Their commercial has over 17 million views on youtube, they have added light heart and romantic spin in their ad to coordinate with the theme of Valentines day. Releasing campaign through big events or occasion will relatively increase the engagement and reach (Digital Marketing Institute, 2018).
Another example that a social media campaign can be do well is ‘Know your Lemons- the worldwide Breast Cancer campaign to promote women to check their breasts more often, there was a high response from audience by introducing a eye catching campaign name and impressive idea which can be able to give out information that female needs about the importance of body check, the charity set up a Facebook page providing news updates and interact with people (Digital Marketing Institute, 2018). Their campaign used easy access and visual approach to spread information in a way no matter people in any culture or language can be understand (Digital Marketing Institute, 2018). By using a relax exercise to carry out a serious issue which at the same time provide a way to share information and thoughts with others (Digital Marketing Institute, 2018).
Social media campaign: risks and considerations
There’s an example of failure to control the message in social media, Johnson & Johnson had an online marketing campaign, it was an online video about pain relief for women who carries baby in a sling (Miller and Lammas, 2010). There is a huge negative reaction that collapsed in Twitter and ‘blogosphere ’from viewers think that the video has element that denigrates motherhood, results in bringing down the whole campaign (Miller and Lammas, 2010).
Another issue that marketers consider when having social media campaign are useful and believable of the information because it will lead to consequences from sale push message that breach the law of social networking’s intrinsic qualities of socialization and trust (Miller and Lammas, 2010).
Overly making social network campaign could be increasing the risk of users losing interest in the company when they feel like being forced by the advertisers; there is an example of the company MySpace being warned by switching current advertising platform to a larger market which allow brands to advertise and permitted to interact with customers at the same time (Miller and Lammas, 2010).
Some company make fake blog entries which might confuse and misleading customers, resulting to have bad reputation of the brand to an extend of breaching the law (Miller and Lammas, 2010).
Marketers have to be aware of the size of social media marketing, it will be harder to reach audiences to pay attention to their campaign. To effectively advertise, main aspects that has to be considered are ‘focused’ and ‘customised’, rather than depending on massive numbers in the online group, it will be better if segmenting different groups of people and monitor their responses (Miller and Lammas, 2010).
References
Digital Marketing Institute. (2018). The 5 Best Social Media Campaigns of 2017 (So Far). [online] Available at: https://digitalmarketinginstitute.com/blog/2017-4-4-the-5-best-social-media-campaigns-of-2017-so-far [Accessed 18 Feb. 2018].
Miller, R. and Lammas, N. (2010). Social media and its implications for viral marketing. Asia Pacific Public Relations Journal, [online] 11. Available at: http://fac.ksu.edu.sa/sites/default/files/Social_media_and_viral_MKT.pdf [Accessed 19 Feb. 2018].
